Case Study: Lion Corporation detects shifting consumer 'unspoken needs' with Treasure Data CDP

How CPG Giant Lion Corp Uses CDP to Detect Shifting Consumer ‘Unspoken Needs

Lion Corporation, a major consumer packaged goods (CPG) company, faced falling returns from traditional mass‑market advertising as information overload, ad avoidance, product commoditization, and younger generations’ preference for experiences made broad reach less effective. Leadership decided to rethink marketing by uncovering consumers’ “unspoken needs” and adapting to shifting attitudes around sustainability and behavior changes due to COVID‑19.

To do that, Lion deployed Treasure Data’s Customer Data Platform to unify browsing, behavioral, SNS, IoT, offline purchase and preference data, then applied both macro and N1 (individual) analyses to map personas, segment customers (heavy buyers, churners, and in‑betweens), and personalize journeys. The CDP-driven approach generated new, actionable insights that guided targeted experiments to reduce churn and boost loyalty, supported creative, award‑winning campaigns (e.g., 2020 PR Gold Award), and positioned Lion to detect and act on evolving consumer sentiment.

Lion Corporation

Toru Hiruma

Director of the Digital Communications Development Team