A scale-up multinational refurbished tech marketplace with presence across 20 European countries and the USA was looking to grow presence in 3 of their European markets and sustain growth in an additional two locations where new competitors were gaining market share.
181st Street was commissioned to build a brand and comms strategy to achieve this goal.
The client’s existing audience research had identified broad profiles of 3 consumer groups most likely to purchase refurbished tech online, with varying levels of eco-awareness. However, with a sole focus on sustainability, the brand was at risk of triggering the attitude/behaviour gap and limiting their reach and conversion.
No work had been undertaken to turn this broad psychographic profiling into micro-targeted audiences, or understand how these profiles would translate across international markets. This left on the ground marketing teams with limited customer information on which to base branding decisions.
Our demographics team began by reviewing these profiles and expanding them with detailed demographic and psychographic data. They then reviewed the core target markets to determine the best strategies for advertising and brand cut-through in these geographies.
Using this data, we identified the core benefits of the service, as aligned to the audiences’ priorities (rather than the previous sole focus on the eco-benefits). We established customer pain points and transformation to create outcomes-driven, emotional messaging based on behavioural science, and tailored this to each target market, to maximise conversion.
Our research showed that across markets, consumers faced a trust barrier to engaging with refurbishment services, based on a preconception of low quality products.
Using this data, our team were able to create micro-targeted audience profiles and aligned core messaging to build trust, overcome barriers, highlight product quality and maximise the emotional connection people feel to their mobile devices in all advertising and marketing messaging to maximise conversion.
We then undertook cultural understanding and sensitivity research to help tailor the messages and approach for each region, embed culturally-informed buyer behaviour and ensure high cut-through and conversion in each market. Our regulatory experts conducted a nation-by-nation regulatory review to ensure campaign compliance in each country, and once we were confident that the messaging was compliant and optimised for conversion, we worked with the client’s regional marketing teams to roll it out into campaigns.
This messaging was rolled out across all 5 target growth regions, leveraging digital and Out Of Home campaigns and shifting focus from sustainable tech to a lifestyle brand for highest possible audience engagement, to increase conversion, maximise lifetime customer value and secure regional growth.
If you would like to see similar results, book a free consultation call.
