Insight & STRATEGY
Bringing consumer segments to life and activating brand teams.
Campari had just completed a global quantitative segmentation project and wanted to activate consumer segments in their brand plans. We reviewed the positioning of each brand, conducted stakeholder IDIs, and identified how repositioning could support brand growth. On the consumer side, we went throught a 360-degree exploration, incl. 'day-in-the-life' ethnos and online diaries, and enhanced the prior quant. segmentation data. Key insights had to be brought to life per segment in a motivational, interactive multimedia segment playbook that helps developing action plans per segment in an easily digestible way: What makes consumers our customers, how can we engage them, what touchpoints should we use, what are areas where we can improve significantly?