How an Action-Biased Approach Helped Lucy Break the Growth Plateau for a Personal Care Brand
Amid the flood of information around us, modern marketing strategies have become increasingly data-driven and rely heavily on data to drive campaigns to drive growth. From brands to strategists to consultants, everyone seems to suggest that data is the answer to all your demand generation challenges. This is only half true.
You can churn as much data as you like, but you will hardly see any growth if you don’t know how to leverage data to gain actionable insights. Most brands fail to characterize and use raw data correctly, inevitably hitting a stagnancy in their growth journey.
Lucy, the VP of Marketing at a PE-acquired personal care company faced a similar challenge. Despite generating abundant customer data with the help of a skilled team, the company failed to see tangible results with no sign of revenue growth in its last quarter. Understandably, Lucy was under a lot of pressure.
Despite having loads of customer data and a skilled team, they failed to build on that and see any tangible results with no sign of revenue growth in their last quarter.
Data Rich, Customer Insight Poor: Lucy’s Roadblock to Revenue Growth
Lucy sat at her desk, staring at yet another disappointing sales report. The company’s flagship product, a premium anti-aging line, was falling short of expectations. Despite pouring her best resources into campaigns and promotions, the results were disastrous.
Lucy’s team generated lots of data from D2C and Amazon reports—purchase histories, some demographics, engagement metrics, and data-rich endless dashboards. Yet, the sales results told a different story: plateaued revenue growth and all-time low customer engagement.
Pressure was building up on Lucy from management. It was clear that her campaigns weren’t connecting with the audience, even after spending huge budgets on growth strategy and marketing for their most niche product. And even though they had a much better product in terms of quality, their competitors were stealing the spotlight and market share in the anti-aging segment.
Lucy couldn’t figure out where her team was going wrong.
The broad targeting approach wasn’t resonating, and with management breathing down her neck, she needed a solution—fast.
Her team was data-rich but insight-poor. The broader targeting approach wasn’t resonating, and with management breathing down her neck, she needed a solution—fast.
Lucy read popular articles by marketing stalwarts, talked to colleagues, and attended every workshop and webinar that she felt could help her team. But everything pointed her to one thing only - hire a consulting firm to help!
But could hiring a big consulting firm give her clarity?
Her experience with consultants and traditional agencies was not satisfactory in multiple aspects. Big consulting firms were generally extremely cost-prohibitive, and their cookie-cutter approach to stay billable did not align with Lucy’s dire requirements. Agencies, on the other hand, offered creatively inspiring stories – but she couldn’t see the path to results. Moreover, it would take them months to provide a plan at a high level and even that would not be easily actionable.
Everything changed when one of the colleagues invited Lucy to join a webinar conducted by Brian Myers, the founder of CURVEJUMPER, squarely focused on gaining consumer insights. Brian’s webinar was the most refreshing thing Lucy had come across in a long time. CURVEJUMPER’s unique approach to growth strategy, delivering actionable insights from a myriad of data for stagnated businesses intrigued her, and she decided to engage with CURVEJUMPER.
Could CURVEJUMPER Deliver upon its Commitment?
CURVEJUMPER arrived armed not with lengthy presentations, data dashboards, or market statistics but with a simple agenda - to help Lucy cut through the data noise and deliver results 3 times faster. Their philosophy was simple—an expedited three-week insights immersion to identify the target consumer, PLUS what mattered most to them—transforming data into crucial insights towards a powerful growth strategy that Lucy’s team could implement immediately.
CURVEJUMPER arrived armed not with lengthy presentations or Data dashboards but with a simple agenda: to help Lucy cut through the data noise and deliver results 3 times faster.
CURVEJUMPER was quick to point out that Lucy’s team was data-rich but insight-poor!
What did the CURVEJUMPER do?
“You’ve been focusing on your overall customer base, but what about this group that shows 3X the repeat rate of everyone else? While a small group, their engagement rates are off the charts. More than targeting them – we can learn from them.”, the CURVEJUMPER expert pointed out.
Rapid Immersive Sessions: The CURVEJUMPER team worked closely with Lucy’s teams to deeply understand management beliefs towards hypotheses about consumer behavior. It was derived from their engagement reports that the product line resonated very well with high earners approaching 40 years of age.
Targeted Consumer Insight Development: The CURVEJUMPER team partnered with Lucy’s team and an Insights data partner to create tiers of customer engagement and then match these customer records to Experian Mosaic segments within a week. This not only helped Lucy identify some immediate, tactical considerations, but it also helped inform the right target consumer hypotheses to uncover actionable insights. They immediately ran an offer with their anti-aging line to 100 consumers in this segment and earned 4X the conversion of previous offers. They loved it!
Beyond this immediate offer – the combination of internal product expertise, management beliefs, and Mosaic matching offered the foundation for the CURVEJUMPER team to create an aspirational need state target, supported by multiple sources of data, that could drive all of Lucy’s downstream decisions for longer-term – brand positioning product innovation priorities, communications – literally within the 3-week timeframe. The pace of progress was truly unmatched.
Growth-Focused Action Planning: The CURVEJUMPER team finally conducted a Gauntlet exercise with Lucy’s team managers to create a rapid action plan that helped them orient decisions towards their targeted segment in a few weeks!
By narrowing the focus to the right audience in the target audience segment and leveraging the critical consumer insights, CURVEJUMPER helped Lucy see the potential for brand positioning the line as a no-nonsense, results-driven brand with products designed for progressing professionals who value efficacy over fluff.
The CURVEJUMPER team also suggested that instead of generic slogans like “Turn Back Time”, an aspirational strategy integrating product and communications would uplift the brand, for the focused segment as well as other opportunistic sources of volume. This reframing not only highlighted brand and product benefits but also connected with the target audience emotionally, and personally.
By the end of the third week, Lucy felt something she hadn’t experienced in months: clarity.
Within weeks of rolling out the new growth strategy, Lucy saw quick improvements in engagement and sales. Finally, she was able to cut through the data noise, rapidly translate consumer insights into strategy, and drive results—all within just weeks at a 60% lower cost than what their last big consultancy quoted. CURVEJUMPER’s 3-week immersive approach and tailored, action-oriented exercises allowed Lucy to cut through the noise, focus on her audience, and drive rapid growth.
Breaking the Vicious Cycle of Stagnation
For Lucy and countless others like her, the road to growth is curved. Despite having access to vast amounts of data, the inability to turn it into actionable insights makes growth difficult and distant. Every attempt to drive growth requires months of effort and exorbitant costs, with no guarantee of success. However, all it needs is a jump with critical, actionable consumer insights. That’s where CURVEJUMPER makes a difference.
CURVEJUMPER’s growth strategy consulting approach gave Lucy exactly what she needed—nothing more, nothing less. Unlike traditional firms that apply formulaic approaches to every brand, CURVEJUMPER’s method was lean, agile, and impactful with a strong bias towards action. Their process zeroed in on Lucy’s challenges, delivering results three times faster and at 60% less cost than big consulting firms.
CURVEJUMPER’s process zeroed in on Lucy’s challenges, delivering results three times faster and at 60% less cost than big firms.
This wasn’t just consulting; it was a partnership!
CURVEJUMPER: The Difference You Have Been Waiting For
Lucy’s story shows how CURVEJUMPER’s approach can transform a brand’s growth trajectory. Unlike traditional consulting firms with lengthy timelines and cookie-cutter solutions, CURVEJUMPER focuses on delivering customized, action-oriented growth strategies tailored to the specific challenges of each brand with their 3-day, 3-week, and 3-month sessions.
With their deep general management expertise and teams that bring over 100 years of experience to your challenges, CURVEJUMPER uses a commitment to practical, measurable outcomes to help brands make actionable decisions based on critical insights.
Are you struggling like Lucy? Then get ready to break free from stagnation and see impactful results as Lucy did.
Achieve 3X faster results, at 60% lower costs with CURVEJUMPER!
Get in touch with CURVEJUMPER now!
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Brian Myers
Founder and CEO of CURVEJUMPER
Brian Myers is the Founder and CEO of CURVEJUMPER Growth Foundry who has specialized in Growth Acceleration, Business Design, World Class Marketing, Brand Management, Innovation, Design, and Growth Strategy for over 25 years. Brian has an MBA from the Kellogg School of Management, serves on the Kellogg Advisory Council, and is a prior SMD / Practice Leader for Accenture, Partner with Prophet, and General Manager / Brand Manager with SC Johnson and Son.