We created a consumer segmentation for a vaccine brand that truly distinguished people in attitudinal, emotional and behavioural ways and brought them to life with video and Behavioural Economics action plans. But how could we help them actually implement the segmentation in their communications platform?
WHAT WE DID
We worked with the client’s media agency to identify valid proxy metrics from our segmentation typing tool to recreate the segmentation from a scalable, industry-standard survey. Further data integration enabled segment predictions for all targetable US households.
Our collaboration enabled the client to target millions of US consumers based on their segment, potentially feeding different messages/behavioural triggers according to what motivates them.