Brahmin - a successful legacy handbag brand - came to Modco with a familiar challenge: find the “new” Brahmin women without alienating their loyal customer base.
With a range of handbags that are as diverse as the people that purchase them, it was critical we develop a targeted communication strategy to reach the new customer without losing the essence of the brand.
The answer was 100% data driven. We created three distinct consumer personas, built off both in-depth analysis of Brahmin’s data and third party research data.
Media executions, creative, and copy were segmented and targeted to each persona (including geographically) for meaningful 1:1 conversations with current and new consumers. The successes we’ve seen from this hyper-targeted strategy have proven that one size doesn't fit all, and personalization continues to deliver results.