Building revenue through tailored promotions in the leisure sector

Business Issue

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Our client wanted to build brand engagement and ultimately revenue in a market where promotional offers are pivotal to driving incremental spend.

They wanted to introduce a tool which would enable customers in different countries to tailor the frequency and content received, as well as the communication channel used.

Insitas Delivered

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Insitas showed that there was both a strong desire for such an approach and that it would create increased brand engagement.

We identified appropriate content and the parameters within them to prove viability.

Cultural differences meant that content selections varied, and different revenue targets were recommended.

Actions Taken

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Our client refined the content preferences, taking into account national sensitivities identified by Insitas.

Our insight informed decisions on the frequency options to be made available to customers.

Finally they developed the means of delivering the tool along with clear guidelines and instructions for use.

Refreshing a segmentation in light of widening category penetration

Business Issue

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Our client operates in an alcohol category which had grown rapidly in the last five years – increased penetration was the biggest single lever behind this growth. Insitas segmented the customer base back in 2010, but in light of the shifting customer base, our client was keen to know whether this customer understanding was still valid. If it wasn’t, what had changed and what new opportunities did it present?

Insitas Delivered

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We uncovered several important changes; the category comprised far more consuming females, was much younger, and usage & attitudes had shifted. People were far more knowledgeable about the category than previously.

The segmentation largely held true, but with one critical development – an emergent, high value and high engagement segment.

Actions Taken

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The new segment presented significant opportunity for our client. They knew how to build a media strategy to target them, and how to tailor messages using the right hooks. Golden questions meant these segments could be identified in future research, particularly useful when making decisions through the innovation funnel.

Tailoring a product to the local market ​

Business Issue

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Competitors were rapidly entering an emerging and prospering super premium pet food segment. ​

With an existing product in another geography, our client was potentially in a strong place to capitalise. ​

Understanding the local context and nuance was essential to a successful launch.​

Insitas Delivered

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The existing product required a number of changes to give it the appropriate local fit.​

The packaging required re-imagining as well as stylistic changes, more in keeping with local culture.   ​

Subtle differences in purchase triggers between the markets meant that communication messaging needed a change of emphasis. ​

Actions Taken

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The immediate launch was delayed.​

The time was used to develop more appropriate pack imagery as well as create a new campaign vehicle – all working to ensure increased success at launch.​

Setting targets to drive performance​

Business Issue

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As a premium provider within their sector, our client had challenging corporate growth objectives. ​

With very different levels of market performance and diverse competitive sets across their channels, the marketing team were tasked with building both brand awareness and consideration to drive acquisition.​

Insitas Delivered

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Having identified the key drivers of brand use Insitas was able to recommend which needed to be the focus of the marketing activity.  ​

We used our brand tracker to assess current performance levels. ​

We modelled a number of different scenarios, reflecting different spend and activation plans to find an optimal strategy. ​

Actions Taken

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We agreed a number of key metric targets across both key channels for a two year period. ​

The marketing team had these set as part of their internal performance management process. ​

We continue to monitor the performance – updating the targets on an annual basis as part of our partnership working. ​

Optimisation in the present and gifting category​

Business Issue

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With continually changing consumer tastes, optimising the range within the present/gifting category presents a real challenge to manufacturers and retailers. ​

Our client – a leading manufacturer – needed deeper shopper understanding to identify key success criteria and range opportunities to support their retailer partners. ​

Insitas Delivered

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Using a range of techniques, Insitas was able to identify un-met range opportunities as well as key category purchase triggers, linked to different shopper missions.  ​

The impact of store size was highlighted, leading to different category product recommendations to maximise both success and customer satisfaction. ​

Actions Taken

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The insights were vital in allowing our client to lead discussions with their partners in order to improve future collaboration.​

The overall recommendations created a clear plan to enable our client to provide essential feedback to a key retailer to futureproof and build their range. ​

Maximising ROI from media mix refinement

Business Issue

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Demanding growth plans and restrictions on the marketing budget ensured that the maximum ROI for all of our client’s brand communications activity was essential. ​

With a number of highly selective target audiences, deploying the optimal multi-media approach and salient messaging would be challenging.​

Insitas Delivered

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Performance of each strand of the client campaign was assessed across a number of key metrics for each of the target audiences, using a carefully defined sampling framework.​

This highlighted both the executions and media format which worked hardest.  ​

Actions Taken

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The client changed their media mix, dropping one to enable an up-weight of spending in the most effective platform. ​

Regional spending boosts were tailored to improve overall ROI. ​

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Generating additional revenue from a parking solution​

Business Issue

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Having invested significantly in launching a new parking solution, our client needed to accelerate revenue growth from the offering.​

The parking solution was aimed at the price sensitive parker – a major segment of the overall parking market.


Understanding the key usage triggers was vital to creating an effective digital communications plan to target new users and drive increased share of wallet. ​

Insitas Delivered

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Key drivers of choice amongst the early adopters were determined, based on specific usage occasions.​

Exploring the path to purchase revealed brand and product perceptions for different customer profiles.​

Linking these together enabled us to define the best communications messaging per target segment for growth, along with implications for activity timing.​

Actions Taken

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Our client identified a number of quick wins to improve the overall experience with the product, boosting word of mouth recommendations. ​

Changes to the offering were developed to attract new users, as well as preventing cannibalisation of another  client product.​

Driving revenue growth for a pet care product​

Business Issue

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With a high quality premium product offering, our client needed to unlock the product potential to drive significant revenue growth within the pet care market.​

Determining the correct growth strategy was essential. Understanding where and how to focus marketing activity was vital to maximising ROI. ​

Insitas Delivered

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The client brand had an above average category purchase funnel conversion rate.


Despite a low market share, the brand also had a high user share of wallet, performing strongly within the current niche audience.​

Key health knowledge touchpoints were uncovered alongside key barriers to both trial and increased usage frequency.​

Actions Taken

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The overall communications offering was revised. New messaging was developed around the key health drivers.


Additionally there was a change in channel emphasis, building on the knowledge gained on the way social media was used in this context. ​

Developing a counter strategy to a rival product launch

Business Issue

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Client losing sales to a rival competitor’s newly launched range. ​
Despite having a higher price and being an unknown brand, rival product was posing a serious threat.


Developing a counter strategy based on an understanding of the consumer appeal of the rival product was crucial to stem further revenue erosion.​

Insitas Delivered

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Buyers were found to believe that the competitor product had a number of benefits which were not perceived to exist in the client brand. ​

Rival product had been able to communicate more effectively how it worked.​

It had more effectively identified core target groups. ​

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Actions Taken

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Our client identified distinct audiences and developed more targeted messaging, attuned to their core needs. ​

Longer term, the opportunity presented by NPD with varied formats was identified – strengthening our client’s position within the sector. ​

Defending a FMCG brand in a category review​

Business Issue

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A leading manufacturer risked a major loss of sales from a delisting of its brand as part of a retailer category rationalisation review.​

Despite sharing extensive internal data with the retailer which showed strong product  preference based on  measurement of its properties, the retailer remained unconvinced.

Insitas Delivered

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Client brand outperformed  benchmark test brand in both blind and sighted testing across all known key category purchase drivers. ​

For the premium shopper segment the brand was a key offering for an effective range.​

Actions Taken

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Client presented findings to  retailer, highlighting brand key proof points.​

In further discussions with the retailer, the insight was  accepted, prompting a change of thinking and delisting was avoided  – protecting client revenues.  ​