Segmenting consumers

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Samsung: Don't Just Watch

Case Study • DMA (UK), Bronze, 2021

Samsung, an electronics brand, launched a segmented campaign that used wellbeing ambitions to encouraged UK consumers to buy the Galaxy Watch3 and use it to make healthy lifestyle changes.

The Commonwealth War Graves Commission: War Graves Week

Case Study • DMA (UK), Gold, 2021

The Commonwealth War Graves Commission (CWGC), an intergovernmental organisation, launched a geo-targeting campaign to make the plight of victims of war more personal in the UK.

Hilton: Unlocked – Driving Engagement, keeping Hilton top of mind & keeping our member relationships active.

Case Study • DMA (UK), Silver, 2021

Hilton, a hotel chain, increased bookings in the UK by launching a members-only email programme featuring exclusive content.

RSPCA: R - Really, S - Successful, P - Print, C - Christmas, A - Appeal

Case Study • DMA (UK), Silver, 2021

RSPCA, an animal welfare charity, increased donations in the UK by launching a campaign that featured tailored creative based on donor data.

Lakeland: A truly personalised myLakeland experience

Case Study • DMA (UK), Bronze, 2021

Lakeland, a chain of kitchenware stores, increased incremental revenue for year two of its myLakeland Club scheme by developing new behaviour-driven segments that featured different variations of content and offers.

McDonald's: Anniversary Programme – Cheers to One Year

Case Study • DMA (UK), Bronze, 2021

McDonald's, a fast food restaurant chain, increased order frequency in its app in the UK by creating an algorithm-led campaign that served new product suggestions for customers.

McDonald's: Feel-Good Customer Journeys

Case Study • DMA (UK), Silver, 2021

McDonald's, a quick service restaurant, encouraged consumers in the UK to use the My McDonald's app more frequently by helping them to familiarise themselves with the app.

Kopi Negeri: Filosofi Kopi Negeri

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wall's, the ice cream brand, launched a new ice cream in Indonesia.

NANKID: #SiapkanSekarang 2.0

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Nankid, the growing up milk brand, hoped to position itself as the trusted allergy prevention specialist that mums turn to in Indonesia.

Lifebuoy: Arming Indonesians against COVID with the power of real-time data

Case Study • MMA Smarties, Indonesia, Silver, 2021

Lifebuoy, the Unilever brand specialising in the health sector, raised awareness among the mass Indonesian households on the importance of washing hands.

Ford: Live the Ranger life – data beats COVID

Case Study • MMA Smarties, APAC, Bronze, 2021

Ford, a car manufacturer, launched a campaign in Vietnam to encourage sales of the Ford Ranger despite the outbreak of the COVID-19 pandemic.

Bliblimart: m-Select campaign takes grocery shopping from bricks to clicks

Case Study • MMA Smarties, APAC, Silver, 2021

Blibli, an e-commerce brand, launched a campaign in Indonesia during the COVID-19 pandemic to promote Bliblimart.

Netflix: Matchmaker

Case Study • MMA Smarties, APAC, Gold, 2021

Netflix, a streaming service, launched a campaign in India to drive consideration and gain new subscribers.

Durex: Love worry-free with Durex Jeans

Case Study • MMA Smarties, APAC, Silver, 2021

Durex, a contraceptive brand, launched a campaign in Vietnam to increase awareness of Durex Jeans.

Looking ahead: Key marketing trends brands should focus on

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

GSK Consumer Healthcare’s Shawn Roy examines the key consumer and marketing trends that brands need to look at over the next five years as the world moves from the pandemic to endemic stage of COVID-19.

Holland and Barrett: Redefining UK wellness through innovative research

Case Study • MRS Awards Papers, Finalist, Healthcare Research, 2021

Holland and Barrett, a wellness retailer, conducted a research study with Harris Interactive in the UK to better understand what wellness means to people, in order to establish its role in supporting wellness.

Kahlua: Transitioning kahlúa to consumer-led growth

Case Study • MRS Awards Papers, Finalist, New Consumer Insights, 2021

Kahlúa, a coffee liqueur brand, launched an in-depth query to grow market share and brand equity in key locations by targeting a new audience globally.

FCDO: Climate action segmention

Case Study • MRS Awards Papers, Finalist, International Research, 2021

The Foreign, Commonwealth & Development Office (FDCO), a government department, launched an international campaign to enable and empower business leaders and individuals around the world to tackle climate change, focusing on carbon reduction and biodiversity.

From Concierge to CEO: A hybrid approach to segmentation that brings ‘guest missions’ to life

Case Study • MRS Awards Papers, Finalist, Innovation in Data Analytics, 2021

Warner Leisure Hotels, a hospitality brand, launched a campaign in the UK to understand why guests booked specific breaks.

Ann Summers: My VIV

Case Study • Lorna White, Katy Harkness, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

Ann Summers, a sex toy and lingerie retailer, launched My ViV in the United Kingdom to help a wide range of women regain their sexual confidence.

What drives consumers to engage with influencers? Segmenting consumer response to influencers: Insights for managing social-media relationships

Research Paper • Justine Rapp Farrell, Colin Campbell, and Sean Sand, Journal of Advertising Research, Digital First, November 2021

Recent years have seen a significant increase in influencer advertising, a strategy applied to drive brand awareness and purchase by leveraging everyday opinion leaders on social media.

Mucinex: Nightshift launch

Case Study • AME Awards, Finalist, 2021

Mucinex, a pharmaceutical company, launched a campaign in the US to drive sales and grow presence in night-time segments and engage millennial users to drive consideration.

Coors Light: Iceman to canton

Case Study • AME Awards, Gold, 2021

Coors Light, a beer brand, supported the efforts of Tom Flores, a Latino former football player for the Las Vegas Raiders, to be accepted into the Pro Football Hall of Fame – an honour he had been consistently denied despite his football achievements.

Warner Bros. UK Distribution: Bringing entertainment home

Case Study • Rob Thomas, WARC Media Awards, Gold, Best Use of Data, 2021

Entertainment company Warner Bros (WB) used real-time streaming data from Amazon Prime to boost digital purchases of titles from its Home Entertainment catalogue during lockdown in the UK.

Costa: First one's on us

Case Study • Jonathan Robson, Katy Harkness, WARC Media Awards, Bronze, Best Use of Data, 2021

Coffeehouse chain Costa used a data-driven campaign encompassing outdoor, radio and digital display to reconnect with its loyal customer base and drive app downloads following lockdown in the UK.

What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
The WARC Guide to Making segmentation work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Turning buyer persona insights into content and campaigns

Research Paper • Julie Schwartz, WARC Best Practice, September 2021

The value of buyer personas is only as good as the messaging, content and sales engagement that they spawn, explains Julie Schwartz, ITSMA.
What we know about marketing to Generation X

Article • WARC Best Practice, May 2021

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.