Using Audiense, we were able to identify six segments based on their gender and marital status specified in their bio. The segments identified: single men, married men, fathers, single women, married women and mothers.
After manually reviewing each group, we tracked their conversations over the last six months using Brandwatch. This way, we cleaned each group more thoroughly by deleting false positives, such as removing the “parents” of dogs and cats.
Using Audiense, each audience group was profiled based on their unique personality traits, needs and values. We also included information about their online behaviours, for example, preferred content formats, the best times to reach them and the factors that influence their purchase decisions.
Using Brandwatch, we identified the topics that were of most interest and their relevance by each segment: entertainment, health and well-being, major life events and financial decisions.
The final outcome showed the most relevant products and message types for each segment after combining personalities, user profiles and conversational data.
All this information was key to running a data-informed campaign. The content development team created different messages and images that matched each segment’s content preferences, interests and personality.
Finally, each creative was tested against a non-personalised piece of content to measure changes in engagement and conversion rates.