Case study
Sniffing out insights – Muzzle Movement UK’s data-led leap with CACI
Summary
Muzzle Movement UK is a purpose-led pet accessories brand focused on changing perceptions around dog muzzles. Their mission is to make muzzles more accessible, better understood, and stylish — helping dog owners feel confident and supported. The brand is known for its community first approach and strong presence at consumer events.
Company size
1 – 50
Industry
Manufacturing
Services used
Products used
Challenge
Prior to working with CACI, Muzzle Movement UK relied heavily on broad awareness campaigns and internal assumptions about their audience. There was a lack of clarity around who their customers were, how they behaved, and what messaging resonated. This led to guesswork in campaign planning and limited targeting capabilities. They needed a way to validate their hypotheses and build a more strategic, data-led marketing approach.
Solution
CACI provided Muzzle Movement UK with detailed audience segmentation data, enabling the marketing and sales teams to better understand their customer base, tailor messaging, and optimise campaign strategies across multiple channels.
Results
The team at Muzzle Movement UK were surprised by the depth of insight and the level of differentiation between segments. The project has exceeded expectations, providing clarity and confidence across marketing and sales functions.
Improved ad performance
Smaller, targeted campaigns are delivering early success, answering customer questions earlier in the journey and reducing pressure on customer service along with marketing cost savings.
Enhanced messaging
Ads now highlight specific service features (e.g. fast refunds, easy exchanges) that resonate with segmented audiences.
Sales enablement
The segmentation has empowered the sales team with tailored materials and a deeper understanding of customer motivations, especially useful at events and in-store conversations.
Product development
Insights have influenced new product launches, ensuring sizing and features align with target demographics.
Strategic planning
The segmentation is already shaping Black Friday campaigns, with tailored messaging for both price-conscious and affluent audiences.
What’s next
Looking ahead, Muzzle Movement UK plans to explore segmentation within the trade channel, helping them approach pet shops with data-backed recommendations on what to stock based on local demographics. They also aim to apply segmentation to post-purchase campaigns, identifying upsell opportunities and improving retention. The team is keen to continue using segmentation to refine awareness campaigns and explore ROI improvements in ad spend. They’re also interested in competitor analysis tools to stay ahead in a growing market.
