How market segmentation drives brand campaign activation



Client : Amnesty International

Project : Charity market segmentation & CRM persona data overlay

Project Design : Jason Brownlee, Colourtext

Marketing Agency : Eden Stanley

Fieldwork partner : Kantar Profiles

A growth trend in Colourtext's market segmentation and data analytics work is a drive towards campaign activation. This is usually defined as some kind of event, engagement or interaction through which a brand generates awareness, lasting connections and ultimately sales conversions with a target audience.

One of our favourite examples of this process is a market segmentation we developed for Amnesty International in partnership with their marketing agency Eden Stanley. Amnesty's challenge was that growth in regular charity donations had slowed down and this was attributed to Amnesty having effectively 'maxed out' its engagement with a core audience of liberal, left-of-centre donors.

The solution proposed by Eden Stanley was to explore the broader audience of potential charity donors in the UK and understand how Amnesty could build bridges with new supporter groups beyond its traditional comfort zone.

The key activation element of the project was to map our vivid segmentation personas onto Amnesty's CRM database and identify routes to building them out into new target audiences. The personas that we developed were translated by Eden Stanley into a new marketing activation strategy for Amnesty that delivered 300,000 fresh direct-debit supporters in its first year.

Within this PDF case study downlaod are some project highlights that illustrate how an established brand can use market segmentation to break out from a limited core market and find a larger, high-growth audience.

If you'd like to discuss ideas for activating a market segmentation to reach new customers please drop us an email and we'll get right back to you.

Mark Uttley
Group Strategy Director, AKQA, San Francisco, US

"Colourtext always take a fresh approach to discovering hidden patterns in data. Whether you want to conduct segmentation or mine your CRM for deep insights, they will help you see your customers , and what they are seeing , in new ways."

Joaquim Bretcha
International Director of Netquest and President of ESOMAR, Barcelona, Catalonia, Spain

"Colourtext and Netquest have partnered on different occasions to showcase the power of the digital behavioural data extracted from Netquest’s consumer panel. Colourtext has not only the expertise of dealing with big datasets but also has brilliant creativity to make the most sense out of them. Working with Colourtext is a rich, agreeable and easy going experience"

Mark Barber MBE
Planning Director, RadioCentre, London, UK

"More than a decade of success for Radiog auge across the world is a testament to Colourtext’s experience and perseverance. There are many obstacles to creating a global currency for measuring radio advertising effectiveness - Colourtext has managed to tackle all of them."

"It’s rare to find research companies that really understand the unique radio / listener relationship and what makes radio advertising work. With experience of researching the medium on both sides of the fence, Colourtext is one of those rare companies."

Simone Lawrence
Director of Insights, Canadian Broadcast Sales, Toronto, Canada

Colourtext has an agile approach to research that ensures a successful outcome to every challenge CBS gives them. The depth of experience and understanding the Colourtext team brings to each study demonstrates their value in the audio space. We have a very positive nine year working relationship behind us that has created significant value for CBS and our clients. We remain committed to working with Colourtext in the coming years.

Jon Puleston
Vice President of Innovation, Kantar Profiles, London, UK

It's rare to find a partner with the mix of analytical, technological and creative skills offered by Colourtext. Jason and his team seem to roam around freely in data, find the stories that matter and bring a distinctive aesthetic vision to the presentation of information.