Uswitch wanted to understand exactly who made up their audience base to communicate with them in the most effective and authentic way. They wanted to show their customers they understood what drives and deters them from switching, and how they, as a brand, can help customers save money for the things that matter most to them.
With access to Uswitch's customer data, we matched an aggregated view of Uswitch customers into our bespoke database to build a demographic breakdown of the different groups. We simulatenously began analysing the hundreds and thousands of accessible conversations around switching behaviour and switching providers, saving money, and household bill management.
This gave a distinct insight into the emotional and human side of switching and the external lifestyle forces that encourage or deter consumers from doing so. Using indicators in the language analysis, we overlaid motivations and barriers across our demographic groups, building out a multi-layered segmentation that enabled Uswitch to brief creative across digital, social and CRM, and target, or suppress, audiences across digital media campaigns.
Along with informing effective and well-targeted CRM strategy, our insights and audience segmentation also inspired Uswitch's 2019 ad campaign.