Industry: B2C • Subscription
Deliverables: Segmentation + ICP Strategy
Headline: Uncovered a new consumer group that converted 2× better. But were half as likely to know us.
Business Challenge
After years of marketing broadly, PrettyLitter needed to segment consumers in order to reach the next layer of growth.
———
ACTION: Mapped 6 personas leveraging internal data from global and national studies. Narrowed in on priority group based on addressable (future) market and likelihood to win with current product.
Consumer Insight
The brand severely under-indexed in Male consumers. Especially in direct-to-consumer channels.
Male cat ownership was on the rise with more men (1 in 6) planning to get cats than women (1 in 8).
The brand converted males from consideration to usage at TWICE rate of females. But males were HALF as likely to know the brand.
Current culture underserved Cat Dads. 63% of Americans agreed that men with cats were unfairly stereotyped by society.
Strategic Choice
Make Cat Dads cool | Just as PrettyLitter had flipped the script on the "Crazy Cat Lady," the brand could address the cultural gap to make Cat Dads feel seen and spoken to.
Meet Cat Dads where they are at | Traditional direct-to-consumer channels like Meta and performance television skew female. To close the awareness gap, I directed the team to market in new channels where research showed our prospective male customers were spending their attention (Reddit, Live Sports, Twitch).
If we could make cat dads aware, we knew we could convert them.
Work Shipped
• Consumer segmentation (consumer groups, including but not limited to Cat Dads)
• Key messages per segment
• Creative briefs to bring insights work to market
• Activations against each segment in collaboration with E-Commerce, Lifecycle Marketing and Growth Marketing.
Personal Ownership
• Surface Cat Dad awareness gap insight
• Set objectives and key results for Cat Dad campaigns and recommend budgets
• Lead Growth, Lifecycle and Brand marketing strategies for Cat Dads
Results
Cat Dads became the brand's fastest growing segment in direct-to-consumer channels.