24,000+ CONSUMERS
One of TikTok's largest audience studies, spanning 11 markets and reaching beyond existing users.
Helping TikTok understand its next billion users
TIKTOK
TikTok was growing at extraordinary speed. New audiences were joining every day and the platform was becoming a defining force in entertainment, culture and creativity.
But sustaining growth required a deeper understanding of the people behind the numbers. Not just who was using TikTok, but what motivated them, what they wanted from digital content and where future opportunities existed.
We helped TikTok build a richer understanding of its audiences and create a shared language for growth.
UNDERSTANDING THE OPPORTUNITY
Moving from users to people
TikTok’s European marketing team needed a segmentation that could support marketing, media planning and future growth strategy. The ambition was to understand audiences more deeply and crate a common language that could be used across teams and markets.
We developed a consumer -led segmentation combining behaviours, attitudes, motivations and needs to understand both what people were doing and why they were doing ti.
The project began in Europe before expanding globally, drawing on more than 24,000 consumers across 11 markets. The work identified a clear set of audience segments, each with rich profiles covering content habits, interests, motivations and relationships with TikTok.
To ensure the work delivered lasting value, we supported launch and adoption through internal storytelling, partner engagement and the Who-niversity programme, helping teams embed the framework into everyday decision-making.
11 MARKETS
A global view across Europe, North America, Latin America and Oceania helped TikTok identify what could scale.
ONGOING GROWTH PLATFORM
The segmentation informed a series of follow-on projects across content, retention, retail and audience growth.
THE RESULTS
A shared language for global growth
The segmentation gave TikTok a more human understanding of its audience and a sharper view of future growth opportunities, helping teams align around who they wanted to reach and how to engage them.
The work helped teams identify where growth could come from, how different audience needs should be engaged and how content, marketing and product decisions could better support future users.
Beyond the initial project, the segmentation became a strategic platform for further work across content verticals, audience retention and retail.
For TVE, the project demonstrates how effective segmentation can become far more than a model, creating a common language that helps businesses make better decisions and grow with confidence.
BANG & OLUFSEN
Defining luxury in premium audio
As competition intensified, Bang & Olufsen sought to move beyond premium and establish a clearer position in luxury audio.
We uncovered the needs, expectations and codes of the luxury consumer – redefining what drives value at the high end. These insights shaped a more focused portfolio strategy, enabling B&O to sharpen its positioning, align its offer and build a more distinctive, future-facing presence in the luxury space.
CARLSBERG
Unlocking growth in hard seltzers
With hard seltzers booming, Carlsberg needed to define where and how to win globally.
We identified the key consumer drivers shaping adoption and translated them into clear, market-specific opportunities. This enabled Carlsberg to prioritise launches and focus investment; starting with targeted trials in Norway and Singapore before scaling into a broader global rollout.
The result was a more focused, insight-led entry into a fast-growing category.
BRITTANY FERRIES
Brand repositioning beyond core offer
As competition from low-cost, sun-focused holidays intensified, Brittany Ferries needed to evolve beyond its core ferry crossing offer and reposition itself as a provider of richer, end-to-end holiday experiences. We helped redefine the brand around what makes it truly distinctive: travelling by sea as part of the holiday itself, with access to discovery-rich destinations along Europe’s western coastlines. This new positioning came to life through a new logo and visual identity we created, alongside a reimagined onboard experience on its latest ships—designed to fully embody the brand’s promise.
BAKKAVOR
Reimagining the future of ready meals
Bakkavor set out to create a distinctive new brand in the competitive ready meals category without relying on retail or celebrity cues.
We combined deep category insight with consumer and expert perspectives to define a clear innovation opportunity, then took it end-to-end; from strategy through to concept, naming, design and launch.
The result was a multi-SKU range built to cut through at shelf and unlock new growth.
JABRA
Leading the future of the workplace
Jabra sits at the forefront of workplace innovation, navigating rapid shifts in technology, behaviour and environments.
We partnered with Jabra to explore what’s next; from the impact of AI to hybrid working and wellbeing, translating emerging trends into clear innovation opportunities.
Our work helped shape product and proposition development, ensuring Jabra continues to lead the category and unlock future growth.
SKY
Reframing the brand for a new era
Sky needed to shift consumer perception and reappraise its role in people’s lives.
We provided strategic guidance to define a new creative platform – grounding the brand in a more emotional, distinctive space that could cut through and resonate at scale.
This thinking became the foundation for the award-winning “That Sky Feeling” campaign, helping to reframe the brand and drive renewed relevance with audiences.
STARBUCKS
Rebuilding the Starbucks Reserve brand
Starbucks Reserve launched in EMEA to strengthen coffee authority, but underdelivered on awareness and engagement.
We redefined the brand’s strategic role and growth potential across key markets, developing and testing future brand territories with 2CV. This enabled us to prioritise the strongest opportunities and deliver a clear, commercially grounded roadmap, which identified must-win battles and where to focus investment into the areas with the greatest potential to drive growth.
TIKTOK
Embedding the audience growth strategy in TikTok
A segmentation framework only creates value if it’s adopted. After developing a global audience segmentation, we partnered with teams to bring it to life across the organisation.
From a high-impact launch event and leadership-led content to personalised tools and assets, we created a shared language and made the framework easy to use day-to-day.
By embedding it across content, product and communications, the work helped unlock a clear path to more than 500 million new users.
UNILEVER
Future-proofing hair styling innovation
Unilever needed to understand how hair styling had evolved post-pandemic and define a future-facing innovation roadmap.
We combined global research, expert input and deep consumer immersion to uncover emerging needs and identify six high-potential innovation territories. Through collaborative ideation and testing, we refined a focused set of concepts.
The result was a clear pipeline of next-generation products and the confidence to move forward in a rapidly evolving category.