The Need

An Instagram-famous beauty and wellness brand had to clearly define their target segments and prioritize messages that resonated with them. To do so, they needed to understand the attitudes, behaviors, and product priorities of their customers, as well as how they perceive the brand.

OUR APPROACH

Strategy

Concept Testing

Positioning

Following wide-ranging stakeholder interviews and work sessions with the brand, RedSky fielded a quantitative study, developed a usage and attitudes report, as well as an actionable segmentation plan.

We then facilitated a full-day, cross-functional workshop to co-create segment targeting and personas, aided by mobile ethnography and in-person interviews.

Pathway to Growth

The brand now runs weekly, CEO-led segmentation meetings where the frame is issued to discuss marketing and operational needs. The segmentation has been used to individualize email messaging to customers. Since the frame used the customer onboarding quiz, all of their current and past customers in their database could be placed into segments–creating immediate actionability.

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