Challenge
In an increasingly crowded market, a prominent culinary brand faced a steep decline in relevance—particularly among younger audiences like Millennials and Gen Z. The soy sauce category was stagnating, with consumers opting for cheaper or trendier alternatives. The brand needed a breakthrough strategy to not only attract attention but deeply re-engage its evolving audience base through a flagship event.
Our Solution
To solve this, IOS crafted a marketing intelligence approach powered by telco behavioral data. Our goal was to move beyond general demographics and uncover real consumer behaviors leading up to and during the event. The solution included:
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Audience Segmentation
Profiling and targeting high-potential groups including Millennials, Gen Z, and Parents based on mobility, digital behavior, and socioeconomic status. -
Mobility Analysis
Mapping attendee movement patterns before, during, and after the event to understand geographic influence and origin hotspots. -
Digital Affinity Insight
Identifying those with strong culinary interest by analyzing app usage and browsing patterns relevant to food, delivery, and lifestyle. -
Targeted Messaging
Activating audience groups using personalized SMS and WhatsApp campaigns, timed and geo-triggered to maximize response.
Impact
The campaign delivered a massive uplift in event turnout, bringing in the exact segments the brand aimed to reach. More importantly, it transformed the event from just a festival into a strategic brand revitalization platform. Backed by data, the brand could confidently measure effectiveness, improve future outreach, and sustain loyalty from a new generation of consumers.