Driving international growth with customer insights and strategic marketing
Creativ Company is a leading business in the hobby and craft sector, generating over 600 million DKK in revenue by selling hobby materials, activity supplies, and toys to customers across more than 46 countries. The company serves a diverse customer base, including private consumers, educational institutions, and wholesale buyers, with a product range spanning over 20,000 items.
Amid significant growth momentum, Creativ Company aimed to further accelerate its expansion. To identify new growth opportunities and develop an integrated strategy for its B2B, B2C, and B2G segments, the company engaged Sunrise as a marketing and strategic advisor.
Challenge
Despite its established presence, Creativ Company sought an outside-in approach to gain a more comprehensive understanding of the customer journey. This perspective would support more informed decision-making and enable targeted strategies for each customer segment. Additionally, the company was preparing to launch a new strategic product line—DIY kits designed to make starting creative projects quick and easy. However, guidance was needed for product naming, conceptualization, and crafting B2B and B2C market entry strategies.
Solution
In close collaboration with Creativ Company, we developed a comprehensive growth framework, which included:
- Conducting in-depth qualitative and quantitative research to understand the three segments
- Developing three detailed customer journey studies, creating persona descriptions, mapping customer journeys, and analyzing channel usage for each segment
- Conducting a market potential analysis to assess and forecast the product’s potential impact
- Creating tailored strategies for the B2B, B2C, and B2G segments
- Developing launch strategies for B2B and B2C segments
- Designing a social media strategy
- Optimizing the e-commerce platform for digital engagement
For the product launch, we developed a creative concept that led to the category name “Creativity in a Box” for the DIY kits, supported by the communication concept “Moments – Created by You.” This concept reflects insights showing that the special aspect of creativity lies in the moments shared with family and friends—or the mindful, solitary moments it provides.
Result
Creativ Company now has a fully aligned sales and marketing strategy deeply rooted in customer insights. The “Creativity in a Box” line is set for launch in stores across Europe, with a strong potential to become a significant contributor to Creativ Company’s growing revenue trajectory.
