KINSHIP CREATIVE
a2 Milk
The most useful research is often the research that changes the question.
The Challenge
The Insight
The Strategy
My Role
What We Built
The team needed a clearer understanding of why consumers were choosing a2 Milk and which audiences and motivations should shape future targeting and messaging.
The strongest opportunity was not to begin with a predetermined consumer story, but to combine what people said with what we could observe about their behavior and communities.
Use mixed-method research to look at the decision from multiple angles and let the findings—not the assumption—set the direction.
At Kinship Creative, I led the digital strategy, consumer research and segmentation work for CPG clients.
The program combined a large consumer survey, follow-up survey waves, focus groups, and social profile analysis. Among the findings, consumers reported reduced stomach discomfort, , and adoption patterns were concentrated in East and South Asian communities. Those were consumer-reported research findings, not medical claims.
The Result
The research reshaped targeting and messaging priorities by giving the team a more specific picture of the people choosing the product and the reasons they gave for doing so. After optimizing our digital targeting and messaging, engagement increased 38% on social platforms.