Our innovative approach to global segmentation activation helped increase sales by 15%

Our global CPG client needed to activate a global segmentation in a priority Asian market.

Digging deep into the local nuances of each segment we created an internal communications programme to engage sales and marketing. We crafted compelling stories and an avatar for each segment and used a ‘Top Trumps’ scoring system to highlight key characteristics.

Engagement toolkit: Videos, infographics, treasure hunt game, posters, presentations, stickers, Teams backgrounds…

Driving sales and impact
– Sales increased by 15% in 12 month
– Enhanced consumer engagement from the sales team
– More targeted communications and promotion from marketing
– The insights team became strategic partners

“Working with Keen as Mustard was an inspiration. The team revolutionised our approach to communicating the global segmentation in our local market. Our local marketing and sales teams have never been so enthusiastic about one of our projects and the impact on the perception of our team as a strategic support has been significant.”

Head of Insights, Global CPG Company, Asia