PZ Cussons is an international consumer goods business championing the well-being of people, families and communities.
Target audience creation utilising client’s first-party data and additional data from over 105 million profiles housed within Terragon’s data marketplace. Potential respondents were identified based on criteria like age, (25-35) gender, (female) location (Nigeria), and device type (smartphone users only.)
Targeted messaging (offline) was deployed to key audiences (identified based on age, gender, location and device) notifying them of an online survey they qualify for, and including incentives for completed surveys to drive more responses. A link to the web survey was included in the SMS for respondents to click on.
Obtaining consent by notifying potential respondents of the purpose of the survey and ensuring voluntary participation (all respondents clicked the “accept” button before participating)
Data analysis and grouping of survey respondents by usage (pattern and frequency), product awareness, preferences (based on the look and feel), socio-demographic factors (i.e use and preference based on region, age group, etc), product perception, value proposition across the 3 product variants, and customer interest in competitors
Retargeting users who have not engaged with the previous message and nudging them via SMS to complete the survey
Marketing recommendations based on customer perception, socio-demographic factors, and interest in competition (i.e. product packaging & properties) to inform marketing strategies, improve product uptake and drive brand loyalty.
