Our client, a household appliances brand, wanted to build an organic community around their new vacuum cleaner. The community would comprise individuals across a range of different demographics, unified by a set of shared interests linked to the client’s new product.
As these shared interests were unknown, the client needed our help to analyse the conversations and profiles of existing and potential customers located in the client’s specified geographic markets to unearth any commonalities across these groups. The goal was to let the findings guide the marketing content targeted at these audiences. The client’s long-term mission was to build a community that organically increased in size thanks to the user-generated development of content around the new vacuum cleaner.