Business Challenge
PrettyLitter (after acquisition by Mars, Inc.) was under-indexed in male consumers.
Strategic Choice
Target cat dads
Work Shipped
• Consumer segmentation (consumer groups, including but not limited to Cat Dads)
• Growth strategy leveraging top segments
• Key messages per segments
• Creative briefs to bring insights work to market
• Activate against segmentation plan in collaboration with E-Commerce, Lifecycle Marketing and Growth Marketing.
Personal Ownership
• Surface under-indexed insight
• Lead agency segmentation and insights work
• Growth, Lifecycle and Brand marketing strategies for Cat Dads
• Collaborate with Mars ecosystem brands to leverage existing insights work
• Set objectives and key results for Cat Dad campaigns and recommend budgets
