Global Home Cleaning Brand
Motista’s intelligence helped this $1B brand grow again.
A cleaning products brand used Predictive Intelligence on Motivations™ to acquire new consumers and increase share-of-purchases, sparking a turnaround in sales.
CHALLENGE
This $1B brand faced declining sales and market share at the expense of generic and “green” competitors. Investments in product innovation, rebranding and digital properties had yielded only short-term gains. The brand’s consumer segmentation - rooted in use occasions and life stages - no longer predicted sales growth.
SOLUTION
Motista empowered the brand to identify Emotionally Predisposed consumers - individuals most likely to connect their emotional motivations. These consumers were validated as converting at higher rates and spending more. The brand prioritized a sweet spot of consumers: Emotionally Predisposed people within the brand’s key life stage segments.
Motista next provided the motivations - emotional and rational - accurately predicting consumer behaviors at each step of the purchase journey. These were the brand’s customized Predictive Motivations™: The motivations predicting consumers to consider the brand, pull the trigger (in-store or online), buy more often, and recommend the brand.
Finally, Motista provided the brand’s team and agency recommendations to activate the intelligence through marketing and digital experiences.
ACTIVATION
The brand used Motista’s intelligence to inform integrated marketing strategy and execution.
Consumer touch points were evolved to deepen emotional connection with consumers. These included traditional and digital advertising, social media content, in-store displays, and digital properties. Motista’s intelligence informed messaging, tone and creative concepts.
In parallel, Emotionally Predisposed consumers were identified within the brand’s media ecosystem and planning tools, so that dollars could be prioritized against them.
RESULTS
Using Predictive Intelligence on Motivations, the brand resumed sales and market share growth.
Emotionally Predisposed consumers generated 40% more annual purchases from the brand. In addition, new Emotionally Predisposed consumers converted at a higher rate, boosting ROMI. The brand not only acquired more consumers, but also more valuable ones.
Like many consumer goods brands, direct digital engagement with consumers was (and remains) a priority. Emotionally Predisposed consumers were 70% more likely to interact with the brand through its digital properties. By targeting these consumers, the brand accelerated the impact of its digital strategy.
These increases in consumer acquisition, spend and engagement contributed to the brand’s turnaround in sales, from -2% prior to using Motista, to 2% to 3% annual growth following activation of Motista’s intelligence.