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Godrej leverages consumer insights to drive business intelligence

FMCG
Reach and Awareness

Overview

Godrej is a leading FMCG company providing hair, personal care and home care products for consumers in Nigeria and globally.

Terragon Marketing Cloud Feature Deployed

  • Terragon Survey (Web): An interactive messaging feature that gathers real-time data and insights at scale via USSD, SMS, web and WhatsApp.

Results and Impact

  • 105% responses achieved (5% above target) 
  • 82% of potential customers with high interest in product uptake.

Approach

  • Collect customer insights by sending SMS to key audiences, guiding them to participate in a web survey.

Challenge

  • To gather qualitative insights from consumers needed for business intelligence, product updates and product distribution.
    Insights needed include
    – a comprehensive understanding of consumer preferences, behaviours and trends related to hair colours based on recent or past purchase patterns and user experiences.
    – To identify the level of market penetration for coloured hair

Solution

  • Terragon Marketing Cloud – Our cloud-based multichannel marketing platform helps businesses deliver data-driven engagement, directly on mobile.

Survey Deployment

STEP 1

Target audience building utilising Terragon’s data marketplace housing over 105 million profiles, potential respondents were identified based on criteria like age, (18-55) gender, (male & female) location (Lagos, FCT, Rivers. Ogun ), device type (smartphone users only.) and interest.

STEP 2

Targeted SMS was deployed to potential respondents notifying them of a new survey they qualify for, thereby creating FOMO to drive more responses. A link to the web survey was included in the SMS for respondents to click on.

STEP 3

Comply with privacy regulations by ensuring that potential respondents are aware of the purpose of the survey and strongly indicate interest in participating by voluntarily clicking “accept” to participate.

STEP 4

Data analysis and segmentation of survey respondents by characteristics such as gender, location, age, usage (frequency and duration of using hair dye products), spending (on hair dye products) preference (for colour types) etc. in the past year to inform a more actionable insights

STEP 5

Retargeting users who have not engaged with the previous message and nudging them via SMS to complete the survey