Vichy needed to define and populate their 4 pre-conceived Global consumer tribes, and find an effective way of scaling these tribes down to accurate, actionable local insights for country-specific markets.
Codec built and analysed 4 look-alike tribes within France, Brazil, Germany and South Korea based on Vichy’s original brand documents and brief. Codec then combined each tribe’s country-specific components to create accurate, Global insights.
The tribes created by Codec formed the basis of our Social pitch.Rob Imig, International Director, Comms & Digital for Vichy
We presented them in a major meeting where Codec was highly regarded, and moving forward these insights will form the basis of our business strategy, not just digital or social. Codec has eliminated the guesswork involved in scaling global strategy down to country-specific tribes.