A leading CPG company wanted to focus on the hypoallergenic version of their leading laundry care product, believing hypoallergenic consumers to be more loyal and less price-sensitive. Having exhausted traditional behavioral-only targeting, they turned to Twenty-Ten to identify attitudinal drivers that would lift response and enable hyper-targeting of high-value prospects.
Twenty-Ten focused on attitudes that corresponded with increased interest, response and purchase of the specific hypoallergenic laundry product, in addition to the behavioral criteria the brand outlined. Using their hyper-targeting methodology, Twenty-Ten identified individual consumers who fit both the existing behavioral profile and the attitudes associated with trial and conversion. Target consumers received a direct mail piece inviting them to try the hypoallergenic version of the laundry product.
24% of all consumers who received the targeted mail piece purchased the hypoallergenic product post campaign – a massive increase compared to their historical programs – leading the company to implement Twenty-Ten targeting across multiple brands and categories.