So the more you commit to understanding what you don’t understand, the more you grow.
Our experienced, culturally savvy teams bring inclusive thinking into your marketing from sample to early segmentation through finished campaigns.
As a leading internet and cable provider in urban marketers, the company’s connectivity line of business has a high concentration of Black subscribers. While its ads tested well with the general market, it was not clear how the campaigns were performing within specific racial and ethnic segments.
CVLRY performed a meta-analysis across the brand’s existing research, creating Inclusive Normative Scores to highlight creative quality and performance across individual segments. This was then used to create more inclusive sampling and research design. Last, CVRLY employed a rapid virtual qualitative study to identify drivers and barriers to get the right messaging to drive new subscriber growth.
Volume and margin growth has become much more difficult for brands selling into the professional tradespeople market. The CMO and his organization needed a new definition of their market potential that identified distinct ownable areas within “blue collar America” as well as new consumer groups outside of traditional trades.
CVRLY performed foundational segmentation work that looked at different demographic segments, identified the macro story that united the priority segments and the tools to translate the narrative to connect in subsegments in ways that were authentic and met their needs. Then CVLRY delivered and socialized a detailed plan for execution.
The medical program leadership team recognized that Black Americans are historically and currently understudied when it comes to clinical trials, depriving them of important health benefits. In order to engage and build trust with potential clinical trial participants, the research team sought to understand which recruiting stimuli would prove most effective for future trials.
CVLRY designed research and advertising prototypes that analyzed response rates based on multiple variables, including benefits-messaging and co-branding with different trial sponsor organizations. This approach provided physician teams with the optimal recruiting strategy that yielded higher response rates and the best selection of participants; and it advanced the ability to deliver healthcare to marginalize segments.
While focusing on female consumers had historically driven the company’s growth and success, the leadership team hypothesized that male partners were also a lucrative segment to target. In order to prove this, the entire new member onboarding process -- the first 14 days -- would need to be re-crafted to appeal to female and male consumers.
Having worked with the company for years, CVLRY was able to launch a research-based “test-and-learn plan” to evaluate the size of the opportunity and which elements of the user experience were most important to modify. CVLRY deployed a questionnaire to segment users based on their responses to different marketing stimuli, which drove messaging that drove higher enrollment rates.