Applying consumer insights to fuel the next wave of growth
MeUndies, the subscription-based D2C underwear and loungewear company, grew from an idea to a powerhouse brand in the eight years since its launch, having sold over 12 million pairs of underwear to date. While the growing company had a passionate and loyal customer base, they were looking to strategically acquire new customers, while staying true to their brand values and mission of fueling authentic self-expression.
Prophet worked with the cross-functional leadership team at MeUndies to develop a holistic profile of the consumer segments in MeUndies’ addressable market across the U.S.
Through this process, we uncovered key insights about which target segments presented the largest growth potential and the best fit to the brand’s unique DNA. Prophet also discovered important findings on how to avoid alienating the existing loyal customer base.
Once the segments and targeting strategy were identified, Prophet worked alongside MeUndies to kick off a cross-functional committee to implement the insights across the brand & marketing strategy, growth/channel strategy, retention, UX/UI, product and analytics teams. Across the organization, the target persona became a focal point in all strategic, technical and metrics-driven conversations. Simultaneously, a segment-typing algorithm was applied to tag both new and existing customers with their segment designation, which then systematically enabled targeted product testing, messaging and digital touchpoint executions.
Since the Un-carrier launch in March, T-Mobile has steadily brought this strategy to life at every brand touch point. The comprehensive brand program extends from positioning, messaging Based on the insights from the customer journey maps and segmentation, MeUndies finessed their product, marketing, and experience strategies to more effectively drive growth with target customers, resulting in a shift of media buy budget. After implementing Prophet’s work, MeUndies’ new customer acquisition accelerated in double digits year over year.