Segmenting consumers

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Case Study • MMA Smarties, Bronze, Turkey, 2020

Sprite, a soft drinks brand, reached 18-29-year-olds in Turkey by launching video content and how-to videos to solve their summer problems through WhatsApp and social media.

Strategy Toolkit module 5: Generating insight

Article • WARC 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.

Manulife: Increase Your Odds of Survival

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Manulife, an insurance company, promoted its product offerings during the COVID-19 pandemic in Hong Kong through sponsored articles and high impact media placements that show how it can help.

Glo: Hyper Launch

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

Nestlé: Super Relatable Super NAN

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Infant milk formula brand Super NAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

S-26 Procal GOLD: AR Book

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

S-26 Procal GOLD, a brand of growing-up milk, increased sales by launching an interactive augmented reality (AR) colouring book that provided an experience for mums and babies to share, differentiating the brand from competitors.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

How to create a value proposition for food brands during a pandemic and recession

Article • Dave Gryga and Brian Baecker, WARC Exclusive, February 2021

This article shares new research about how the COVID-19 pandemic is affecting consumers in the US.

Key: The Key to Your Better Retirement

Case Study • DMA (UK), Silver, 2020

Key, a retirement finance company, used social proofing and local data to target over 55s in the UK and show them how many of their neighbours were already benefiting from expert advice.

Liverpool FC scores international success

Case Study • DMA (UK), Bronze, 2020

Liverpool FC, a football club, increased sales of its own-brand products by releasing a series of targeted campaigns when purchase intent was high.

Klarna: Heartbeats 4 Sneakers

Case Study • DMA (UK), Gold, 2020

Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

Land Rover UK: Range Rover Sport – The ultimate performance campaign.

Case Study • DMA (UK), Silver, 2020

Land Rover UK, an automobile brand, promoted the launch of its new Range Rover Sport model by creating an integrated digital user journey that used email to reveal personalised offers and showcase the car’s credentials.

Titan Travel: Worldwide brochure – a personalised travel experience

Case Study • DMA (UK), Gold, 2020

Titan Travel, a travel agency, used personalised travel brochures to drive sales and revenue in the UK.

Médecins Sans Frontières UK: The COVID-19 Appeal

Case Study • DMA (UK), Gold, 2020

Médecins Sans Frontières (MSF) UK, an international medical NGO, drove donations by targeting segments of the public based on their interests and hobbies.

Seven powerful research insights that brands need to know in 2021

Opinion • Lena Roland, January 2021

Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.

How to target the 'moveable middle'

News • 13 January 2021

Consumers in the “moveable middle” – those who are neither very likely nor very unlikely to buy – are as many as five times more responsive to a brand’s advertising, research shows.

Outcome-based marketing v2.0: Profitable growth by targeting consumers in the movable middle

Article • Research on WARC, January 2021

Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.

WARC의 새로운 마케팅 리서치 가이드

Article • WARC Best Practice, January 2021

새로운 마케팅 리서치에 대한 새로운 사고와 모범 사례 요약.

Bivina: That’s Sea Spirit

Case Study • MMA Smarties, Silver, Vietnam, 2020

Bivina, a beer brand, released a music video and held events to target men from Vietnamese coastal regions as part of its campaign That's Sea Spirit.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

Barclays: Enabling change through empowerment – meeting the needs of vulnerable customers

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Barclays, a banking brand, developed a segmentation study that identified customers at risk of financial vulnerability to better support this group.

City and Guilds Group: Driving action to build brand loyalty

Research Paper • MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020

City and Guilds (C&G) Group, a leader in skills development, revitalised its programme and provided new insights to shape business actions and drive change.

Emergen-C: Emerge Our Best Campaign

Case Study • MMA Smarties, Silver, North America, 2020

Emergen-C, a vitamin drink supplement, increased sales and market share in the US by launching video and Instagram ads that positioned it as an everyday brand for wellness, not just when you're sick.

Financial services brands need to invest in personalisation and digital journeys

Opinion • Keith Lee, November 2020

ADA's Keith Lee believes that despite restricted budgets, financial services marketers must still invest time and resources to smooth out the digital customer journey and leverage data-driven communications for better outcomes.

Mastercard: Start More First Times

Case Study • Tahaab Rais, WARC Media Awards, Entrant, Best Use of Data, 2020

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

What we know about segmentation

Article • WARC Best Practice, April 2020

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.
Reframing lifestyle marketing for three post-pandemic ‘new normal’ scenarios

Article • Lewis Lim and Charlene Chen, WARC Exclusive, May 2020

New lifestyles that emerge post-pandemic, will require consumer brands to adopt different strategies to re-engage with consumers.
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.
How to use segmentation effectively

Article • Merry Baskin & Laurie Young, WARC Best Practice, July 2016

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.
Gamers are not who you think they are

Article • Jonathan Stringfield, WARC Exclusive, November, 2020

Research by Activision Blizzard Media identified six distinct gaming personas.