Summary Points
Youi’s CMO used Mutinex GrowthOS to systematically review and adjust channel investment levels during brand launch. Growing internal confidence in the platform enabled straightforward justification of the refreshed brand to board stakeholders.
Brand Refresh Context
Youi launched a celebrated brand refresh with a new campaign platform. Greenwood notes substantial opportunity remains. The cost-of-living pressure benefits the insurance sector. Consumers actively reassess policies and explore alternatives. Youi’s priority is differentiation. The brand refresh is all about making sure that potential customers understand their value proposition and that they’re really clear about what they can bring to the table.
Omnichannel Strategy
Greenwood’s team articulated value across diverse channels and formats. Historically, Youi concentrated on television and performance media, emphasizing funnel endpoints. Mid-funnel storytelling required strengthening.
The campaign invites Australians toward insurance “a bit more you-shaped,” launching with four television films, tailored social and digital video, plus integrated media across additional platforms. Supporting elements included refreshed brand design systems and new audio branding.
Finding the Investment Ceiling
Relaunching a brand and ramping up investment through the line isn’t as simple as flicking a switch. Without a considered approach, it’s easy for companies to under invest or over invest and simply not see the value from the investment.
GrowthOS gave Greenwood’s team the confidence to find the right ceiling — and the language to defend it at the board table.