Two words helped catapult Tracy Chapman, head of strategy at Terri & Sandy, to success this year: sweaty balls.
Tracy Chapman taps into consumer insights at Terri & Sandy
Last year, when the agency was tasked with reintroducing Sanofi’s Gold Bond Powders to the masses, it was Chapman’s insight around men’s continual complaints about moist testicles that led to the marketer's “Euphemisms” campaign. The digital push showed two men commiserating about the problem throughout history. “Apricots in the aqueduct,” one says during what appears to be a Classical time period, while another says “Niagara balls” in the early 20th century. The spot helped lead to a 7.2% gain in sales for the powder, after a near 13% decline, according to agency representatives.
Called a “visionary planner,” Chapman has worked at Terri & Sandy for more than six years. But she’s spent a larger portion of her career tapped into what customers want—before the agency world, Chapman worked on consumer insights at Everyday Health Group, a digital media company.
Chapman's ideas have also come into play for Terri & Sandy’s work on Aspercreme and FreshPets. For the former, she positioned customers as fighters, rather than pain victims, which helped the shop win the business of the Sanofi-owned brand.
Chapman also contributed to FreshPet’s “Friends for Life” campaign, born of the insight that better food makes dogs healthier and able to live longer lives. “Dogs help us live longer—return the favor, with FreshPet,” says the voiceover for a commercial as Sonny & Cher’s “I Got You Babe” plays.