What was the problem?
Our client plan all their above the line communications using a segmentation built by ævolve. This segmentation aligns skincare products and purchase with consumers’ attitudes and consumption of media.

Using this segmentation allows specific products to be matched to specific segments and discrete communications plans can then be created accordingly. So far so good, but our client wanted to start targeting people with one to one communications such as email, samples and direct mail.

This posed two problems:
Firstly our client’s products are sold through supermarkets and high street retailers, therefore there was no customer database to contact with one to one communications.
Secondly when selecting an audience for direct communication we needed to be sure that we were talking to the right person about the right product.

What did we do?
We took the segments that ævolve had created and matched them on to a national database. This meant that we now knew the segment membership for every individual in the UK.

This information was then used to form a pool of prospects who we could contact; from this activity we started to build up a database of people who’d be interested in hearing more about our client’s brands and products, and with whom our client could communicate in a much more personalised way.

So what?
The database now contains over 100,000 unique records and as such, is allowing us to build a CRM strategy based on the same segments used for above the line communications.

We have also been able to use information from the database to enhance the segmentation with actual behavioural data giving us 360° insight, coupled with 360° communications actionability.