The Challenge: Staying Locally Relevant at Global Scale
Dunlop Footwear operates across two segments — professional and leisure — in more than 100 countries.
Markets and customer needs were evolving faster than ever and staying locally relevant at global scale had become increasingly complex.
Despite a strong local partner network, fragmented data and delayed market insights made it hard to see where growth was emerging or how needs differed by region.
As a result, campaigns were often built from the inside out — driven by internal data and experience rather than real consumer understanding.
Global efforts didn’t always translate locally, and opportunities were often missed before they were even visible.
The Shift: From Inside-Out Decisions to Outside-In Understanding
Trendata fundamentally changed how Dunlop reads its markets.
With real-time, predictive insights into market demand, customer needs, and brand position, the marketing team gained one consistent, outside-in view across all regions.
For the first time, Dunlop could exactly see where demand was rising, how consumer orientation differed, and how the brand was perceived locally.
It replaced assumptions with evidence — and gave teams the confidence to act faster.
The Insight: Language Shapes Consumer Orientation
The data revealed a wealth of unique insights — but also something surprisingly simple: even the most basic product names differ wildly across markets.
In the US the boots are called “work boots,” in the UK “Wellingtons,” and in New Zealand “gum boots.” Three English-speaking countries, one identical product, three completely different terms.
Across Northern Europe, consumers used phrases like “insulated work boots” or “waterproof safety footwear,” while elsewhere they searched for “rain boots.” These subtle linguistic differences determined how consumers found, understood, and connected with the brand.
By aligning messaging and creative with real consumer language — the way people search, speak, and decide — Dunlop made its campaigns locally relevant and globally consistent.
The Impact: Measurable Results and a New Way of Working
With a shared, data-driven view of each region, Dunlop’s marketing, product, and distributor teams began making faster, more confident decisions.
Conversations shifted from debate to clarity, from opinion to evidence.
Results at a Glance
+50–100% ROAS | measurable uplift across online campaigns |
Best-performing launches | new insulated and safety collections inspired by real-time insights |
Authentic local relevance | campaigns matched how consumers orient and decide |
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Beyond performance, Dunlop established a new rhythm of decision-making —
faster, more confident, and grounded in one shared reality.
Trendata turned intelligence into alignment across marketing, product, and distribution.
The Transformation: From Reaction to Anticipation
Today, Dunlop no longer reacts to markets — it reads them in real time.
Marketing and product decisions are now guided by evidence, not assumption — giving the brand confidence in every market it operates in.
That’s the power of outside-in intelligence — powered by Trendata Market Intelligence.
