Segmentation Socialization

Igniting the Soul

Ensuring segments aren’t just brought to life, but continue to live in your brand’s world

If segmentation is the skeleton of any strategy, then socialisation is the breath in its lungs.

Too often, segmentation work ends up beautifully constructed, insight-rich… and gathering dust in some internal folder or buried in a 70-slide deck. Everyone agrees it’s essential - yet few actually live it.

At One Minute to Midnight, we believe segmentation shouldn’t just describe people
– it should move them. Insight only drives impact when it travels: across departments, across silos, across hearts and minds.

So the question isn’t just how to build segmentations with soul. It’s how to ignite them.

Command the Cultural Narrative

Socialisation isn’t a final comms task. It’s cultural design.

When segmentation really lands, it becomes a shared lens for how the business thinks, speaks, and acts. Not just something the insight team knows - but something everyone feels.

Ask yourself:

Do people across our business feel these segments?

Can our marketing teams speak in their voice?

Do our product or content teams know what drives their hopes and fears?

Do our execs
feel clear on what they stand for?

If not, the work isn’t finished...

1

Build empathic bridges from the onset of the journey

2

Treat the roll-out like a campaign – not a debrief

3

Create tools that allow for different styles of learning

Let’s unpack each one...

Empathy is the ignition, not an afterthought.

Too many segmentation projects stumble right out the gate - reduced to stakeholder interviews and polite briefing sessions. But if you want people to care, you have to start differently.

Don't Kill it at Kickoff

"We are
all narcissists"
Douglas Dunn

Here’s a human truth we hold onto: People empathise best when they see others in relation to themselves. So don’t just show them segments. Show them themselves in the segments. Where they overlap. Where they diverge. Where it hits emotionally.

That’s why we start with our Human Values tool - a framework that helps humans reflect on their own values and motivations before meeting the segments. This process helps people in our business build emotional bridges with our segments, from abstract data into real, relatable people. It invites commitment, ownership and advocacy. And all this starts from the onset of the project.

Make it a Blockbuster

Insight deserves a little showbiz

not a Briefing

Let’s be honest – nobody gets excited about a 70-slide deck. If your segmentation is going to compete for attention, it needs to perform.

We treat internal segmentation launches like cultural moments – designed to create anticipation, spark curiosity, and command the room. One client told us their segmentation presentation had to follow their internal premiere of a new IP. That’s the level of competition for attention. These personas don’t just need to inform, they need to grab people.

Entertainment isn’t fluff – it’s how memory works. When insight is presented with flair and intent, people lean in. We’ve used everything from studio-style keynotes and interactive moments to creative play tools like tone-of-voice simulators and persona card decks.

This doesn’t mean overproduced theatrics. It means treating the reveal with the same creativity and care you’d give an external launch

Strong openings

Confident delivery

Engaging storytelling

Rich voice-overs

Music, visuals and rhythm that land

Because when segmentation feels like an event, people don’t just remember it. They carry it forward.

Check out an example of our video outputs here

Teach Like a Human

Because no one learns the same way

Some people learn by watching. Some by doing. Some want to reflect quietly. Some need hands-on collaboration.

That’s why socialisation should be more than a one-off workshop. It’s ongoing – a modular, multi-format experience that respects different learning styles. We build custom learning programs with rhythm: self-paced video stories, live interactive sessions, hands-on roleplay, even physical tools like card decks and empathy boards.

Take kinetic learning—learning through movement, touch, and doing. It’s often overlooked in insights work, yet it’s one of the most powerful. That’s why we created tactile tools like our insights board games to help teams internalize segments through action, not slides. It’s not play for play’s sake. It’s how people learn when they forget they’re learning.

But it doesn’t stop there. According to Glasser’s Pyramid of Learning, people retain up to 90% of what they teach to others. So we build mechanisms for peer-to-peer learning: moments where teams aren’t just absorbing insights—they’re passing them on. Whether it’s segment “ambassadors,” team teach-backs, or creative ownership exercises, the goal is simple: help people make the segments their own by helping others understand them.

Learning Pyramid

When you spread that across time and touchpoints, segmentation moves from being “understood” to being lived.

Let it Breathe. Let it Travel. Let it Change Things.

Segmentation isn’t finished when the model is built. It ends when it lives in the language, mindset, and rituals of the business.

Done right, it doesn’t just describe your audience. It shifts your culture.
It becomes a shared compass. A way of seeing and new kind of empathy.

If you're ready to create segmentation that’s not just smart, but soulful -
we’d love to help you bring it to life.

Get in touch

Curious about how delving into human values can transform your brand into its most authentic self and achieve a state of optimized flow?

At One Minute to Midnight, we specialize in uncovering these profound insights that can elevate your brand to new heights. Imagine a brand that not only meets the needs of its audience but also resonates deeply with their core values, fostering genuine love and loyalty. Reach out to Paul or Krikor at One Minute to Midnight

and discover how we can empower your brand to connect more meaningfully with your audience, drive greater happiness, and ultimately, achieve lasting success. Let’s embark on this journey together and see how aligning with human values can make your brand truly extraordinary.

We have offices in New York City and London, and Los Angeles, and we work all over the world. Things are changing fast. Keep up to date on our LinkedIn or drop us a line.