Reinventing Global Marketing: 50%+ Higher ROAS with Demand Intelligence.
Demand Intelligence helped Dunlop understand how demand and consumer orientation differ across markets, turning outside-in market insight into more relevant campaigns and higher returns.
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Global marketing only works when it feels local. For Dunlop, Demand Intelligence revealed how demand, consumer language and brand relevance differed across markets, turning those differences into more relevant campaigns and 50%+ higher ROAS.
Staying locally relevant at global scale.
Dunlop Footwear operates across professional and leisure segments in more than 100 countries. But what consumers need, and how they orient toward products, can differ significantly from one market to another. Despite a strong local partner network, fragmented data and delayed market insights made it difficult to continuously understand where demand was changing and how consumer needs differed by region. Marketing decisions were often based on internal knowledge, historical performance and local experience, valuable inputs, but they did not provide one consistent outside-in view of how the market was moving.
“We had always looked at our business inside-out, but what Trendata gave us was an outside-in perspective. It showed us the consumer language we were blind to.”Colin Clark, CMO, Dunlop
From global assumptions to local demand.
Trendata gave Dunlop a continuous outside-in view of how demand and consumer orientation differed across markets. The marketing team could see where demand was developing, what people were orienting toward and how the language and needs around products changed from one market to another. Instead of applying the same assumptions globally, Dunlop could use market-specific intelligence to make marketing more locally relevant.
Understand what moves each market.
Dunlop used Demand Intelligence to connect changing market demand with the consumer language and needs behind it.
Compare demand across markets and regions to understand where opportunities were developing and where local differences mattered most.
Reveal the language consumers actually use, from “work boots” to “wellingtons” to “gum boots,” for what is essentially the same product.
Use market intelligence to inform how the same brand connects with different consumer needs, without choosing between global consistency and local relevance.
In the US, consumers used terms such as “work boots.” In the UK, “Wellingtons.” In New Zealand, “gum boots.” Across Northern Europe, orientation included terms such as “insulated work boots” and “waterproof safety footwear,” while other markets leaned more toward “rain boots.” These differences revealed the language consumers actually used around products and needs, giving Dunlop a much richer understanding of local demand.
The same product means something different in every market.
For Dunlop, one of the biggest discoveries was that global demand could not be understood through one universal consumer language. People in different markets could be looking for essentially the same product, but describe, discover and evaluate it in completely different ways. Those differences mattered for marketing: by understanding how consumers actually oriented in each market, Dunlop could align messaging and campaigns more closely with local demand while maintaining a consistent global brand.
“I had run campaigns for nine years and never realized people were orienting toward so many different terms. That was a real eye-opener.”Colin Clark, CMO, Dunlop
Demand Intelligence changed how global marketing was executed.
Demand Intelligence changed how global marketing was executed, giving Dunlop stronger evidence for the decisions behind it.
Identify the markets and regions where changing demand creates the strongest opportunities.
Use actual orientation behaviour to understand how consumers describe products, problems and needs locally.
Shape messaging, creative and campaign choices around what people are actually orienting toward rather than relying solely on internal assumptions.
Adapt how products and the brand connect with individual markets while maintaining one global brand direction.
Give local partners and internal teams a shared outside-in view of what consumers are orienting toward.
50%+ higher ROAS, and more relevant global marketing.
By bringing outside-in market intelligence into campaign decisions, Dunlop improved both local relevance and marketing effectiveness.
“We could show distributors: this is what your consumers are orienting toward. It shifted the conversation from opinion to evidence.”Daan van Doorn, Data Analyst, Dunlop
From global marketing to market-led global marketing.
Trendata changed how Dunlop approached the challenge of marketing one global brand across very different local markets. Instead of relying primarily on internal knowledge and retrospective signals, Dunlop gained a continuous outside-in view of how demand and consumer orientation were developing. That intelligence helped connect where demand was moving with what consumers were looking for, and translate those insights into more relevant marketing decisions. The result: a global marketing organisation that can stay consistent as a brand while becoming much more relevant to the markets it serves.
Global consistency. Local relevance. 50%+ higher ROAS.
Demand Intelligence gave Dunlop more than another source of market data. It provided a continuous view of the market that could be translated directly into marketing decisions, helping teams understand local demand, improve campaign relevance and generate stronger returns.
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See where demand is moving, understand what consumers are orienting toward and turn market differences into more relevant marketing.