Six Degrees Retail Re-Optimised
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Six Degrees, a UK managed services provider, needed qualified pipeline across six distinct retail sub-sectors — fashion, luxury, heritage, automotive, and beyond. The problem wasn’t budget or reach. It was relevance. Generic messaging across CX, Cyber, and Cloud wasn’t cutting through. Retailers needed to feel seen, not segmented.
Humaine built the Retail Re:Optimised campaign around a single hero message — then customised it entirely for each sub-sector. Same strategic spine. Thirty different conversations. We pinpointed six distinct pain points, developed six tailored campaign streams, and produced nearly 30 assets: videos, landing pages, email sequences, LinkedIn content, whitepapers, and a live roundtable event. Every asset carried the same core proposition about what Six Degrees could do for retail. But each was shaped around the specific world that sub-sector actually lives in. Relevance at scale is not a template. It is a discipline.
What we delivered
The difference is in what you measure downstream of the click. For Six Degrees’ Retail Re:Optimised campaign, Humaine tracked qualified conversations, not just engagement: a single landing page generated up to 21 qualified conversations with retail decision-makers. Paired with 276 engaged contacts across the campaign and email open rates averaging 20-30%, the programme produced a pipeline the sales team could act on, not a vanity metric report.
Humaine’s approach for Six Degrees was a single strategic spine – one core proposition about what Six Degrees could do for retail – adapted entirely for each of six sub-sectors. Sub-sectors including fashion, luxury, heritage, and automotive each received their own pain point analysis, campaign stream, and tailored assets. The discipline is keeping the proposition consistent while making each execution feel like it was written specifically for that audience, not broadcast at it.
For Retail Re:Optimised, it meant nearly 30 assets across six streams: videos, landing pages, email sequences, LinkedIn content, whitepapers, and a live roundtable event – each targeting a distinct retail sub-sector with messaging built around that sector’s specific pain points. Across all six streams, the campaign engaged 276 retail decision-makers and delivered LinkedIn CTRs peaking at 12.66%.
Humaine’s Strategy Lab works with B2B companies to design and execute demand generation campaigns built around commercial intent, not just content volume. For Six Degrees’ Retail Re:Optimised programme, this meant diagnosing why generic messaging wasn’t converting across retail sub-sectors, building a segmentation framework, and producing a campaign architecture that generated 276 engaged retail decision-makers and up to 21 qualified pipeline conversations.
“Humaine delivered exactly what we needed, when we needed it.”
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