Case Study: a leading FMCG brand grows market share by 19% with Kantar insights

Kantar insights helped a leading FMCG brand reframe its communications strategy, and grow market share by 19%

A leading FMCG brand sought help from Kantar to determine its brand communications strategy, specifically questioning whether to target mothers or children to achieve the most impact and drive growth.

Kantar conducted an extensive Brand Structures programme, integrating multiple data sources, which revealed that targeting children with messages focused on taste was key to influencing mothers and driving sales. Following Kantar's recommendations, the client launched a new 360-degree campaign, which resulted in a 19% market share growth and a sales uplift of $12.8 million within six months.