In a world where consumers are constantly bombarded with ads, standing out is no longer about shouting the loudest — it’s about striking the right chord. Brands that thrive today are those that don’t just broadcast messages, but craft ones rooted in how people truly think, feel, and act. This is where behavioural insights become the engine behind campaigns that don’t just perform — they resonate.
For multinational and local brands alike, the cost of getting it wrong is high. A campaign that misreads its audience can drain budget, dilute brand equity, and miss critical business targets. This article dives into how understanding consumer behaviour leads to smarter creative strategy, sharper targeting, and campaigns that deliver lasting impact across channels and markets.
The Best Ideas Start with Real Behaviour
A winning campaign doesn’t start with a brainstorm — it starts with understanding the consumer. For HARIBO ZOURR’s launch of Mix ZOURR and limited-edition Soda Party ZOURR in Singapore, the goal was to connect with millennials and Gen Z in a way that felt authentic, playful, and personal, a consumer behaviour gathered from 4Sights Intel.
Rather than default to one-size-fits-all KOL strategies, we proposed combining blind seeding with paid KOL collaborations — a hybrid approach that maximised both reach and relatability. The campaign began with an eye-catching media kit filled with HARIBO treats and exclusive merchandise, along with a cleverly written media card prompting KOLs to share how ZOURR brought joy to their everyday grind.
What followed was a vibrant wave of social content: from taste-test videos and carousel posts to reels where creators dressed up as gummy characters. This creative freedom led to fresh, spontaneous expressions of joy — turning HARIBO into a cheerful pick-me-up that felt right at home during work or school breaks. By staying grounded in behavioural insight, the campaign delivered over 80% ROI through earned media, along with a boost in relevance among a younger, highly social audience.
Curious how HARIBO turned sourness into social gold? Dive into the HARIBO ZOURR case study to see how bold behavioural insights sparked a TikTok-worthy, mouth-puckering campaign that Gen Z couldn’t ignore.
Local Nuance Isn’t Optional — It’s Everything
What works for one market — or even one audience segment — may fall flat in another. When we worked with Compendium, a local craft distillery in Singapore, the challenge wasn’t awareness — it was conversion. Despite beautiful branding, their products felt inaccessible to modern consumers who were curious but unsure of what made locally crafted spirits special. Behavioural research by 4Sights Intel uncovered that the target audience — a blend of young professionals and design-savvy consumers — were seeking authenticity and simplicity. They wanted to support local, but didn’t want to feel out of their depth.
With this insight, we revamped the Compendium website and packaging to reflect storytelling, transparency, and clear navigability. We designed every touchpoint — from label design to flavour descriptions — to reflect how consumers actually browsed, bought, and made gifting decisions. By aligning product experience with consumer behaviour, Compendium was able to grow its relevance without compromising its artisanal edge.
Want to see how design thinking meets local spirit? Explore the Compendium case study to discover how user behaviour transformed a craft distillery’s digital and packaging experience.
Behaviour Doesn’t Just Guide — It Optimises
Campaigns should never be static. Behavioural insights allow brands to test, refine, and evolve their creative strategies in real-time. For HARIBO ZOURR, mid-campaign data revealed that TikTok challenges drove higher engagement than static posts — so we shifted our content mix, working with creators to amplify organic, reaction-based videos. For Compendium, we continued refining the user journey after launch, analysing bounce rates and click behaviour to streamline how quickly users found what they needed — whether shopping for themselves or for gifts.
These tweaks weren’t cosmetic — they delivered performance. ZOURR saw increased product trial and youth engagement, while Compendium saw stronger purchase flow-through and better cart conversions. Real-time behaviour translated into real-time results.
Why This Matters for Your Brand
Behavioural insight is no longer a luxury — it’s a marketing necessity. It empowers brands to cut through noise, avoid misfires, and build campaigns that people actually care about. Whether you’re launching a bold new flavour or elevating a heritage product, understanding what drives consumer action can be the difference between a good campaign — and a great one that delivers long-term value.
How Mashwire Can Help
At Mashwire, we go beyond surface-level data to uncover what truly drives consumer choices. Through our 4Sights Intel framework, we’ve helped brands like HARIBO and Compendium decode audience behaviour and translate that into high-performing campaigns. From behavioural profiling to creative localisation, our strategies don’t just look good — they work.
If you’re looking to supercharge your next campaign with behavioural precision, let’s talk. We’ll help you transform insights into your strongest competitive edge.
📩 Contact Mashwire today, or visit 4Sights Intel to learn how we turn behaviour into brand success.
