DOMETIC
The Client Assignment:
Design our first D2C digital campaign
Challenge
We didn’t know who our target was or where they were online. And oh yeah, no new assets.
Problem
Segmentation studies are expensive and time-consuming. Worse, the learnings are obsolete before you can implement.
Solution
Put a 15-question custom study on top of the gobs of data, demos and psychos of a huge syndicated study like Simmons or YouGov and pulled segments.
Then used those segments to field quals with product placement and a camping trip. It was great.
Revealed 5 distinct sub-segments. Used MATH to decide who to target and launch media.
Planner Work
Research Design
Customer Segmentation
Qualitative Ethnographies
Market Sizing
Customer Profiles
Consumer Journey
Creative Platform Dev
Messaging Pillars
Strategic Guidance For Digital Pull-Through, Content and Media Strategy
Results
With only:
creative platform and messaging, and
more pointed media buy against new, prioritized segments,
we increased sales by 250% in YAY total sales.
Daily online revenue was up 219% and website visits up 1,332%.
