Presentation: The Moving Target: (Re)Building Audiences in Real Time
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This document discusses how to build audiences in real time by microtargeting consumers across hundreds of digital audiences. It explains how to map a consumer target like "Cheryl" to various digital audiences based on her interests and how those audiences can then be combined and tested to drive lower costs and higher engagement. Top performing audience combinations are identified and influencers within those interest areas are mapped to help connect messaging to the right audiences. Data shows this approach has successfully shifted conversations and driven double-digit growth across key metrics for Weleda skin care brands.
Presentation: The Moving Target: (Re)Building Audiences in Real Time
- 1. THE MOVING TARGET: ( R E ) B U I L D I N G A U D I E N C E S I N R E A L T I M E
- 2. THE HEART O F THE M ARKETI NG PLAN C O N S U M E R T A R G E T : © 2 0 0 9 T O M F I S H B U R N E . C O M
- 3. © M A R K E T O O N I S T . C O M AS THE HEART I N TO DAY’S WO RLD? H O W T O K E E P T H E C O N S U M E R T A R G E T
- 4. “ C H E R Y L ” B U T M A N Y D I F F E R E N T “WOMEN” O N E “CONSUMER TARGET” F A C E T S O F “ C H E R Y L ”
- 5. CHERYL AGREES WITH THESE STATEMENTS M A P P ING T H E C O N SUMER T A R GET T O D IG IT AL “I am typically willing to pay for more high-quality items” “I regularly eat organic foods” “I dress more fashionable than most” “I often use organic beauty products” “Maintaining a youthful appearance is important to me” “You can tell a lot about a person by the clothes they wear” “I am always looking for new ways to live a healthier life” CORRESPONDING DIGITAL AUDIENCES Shopping, Luxury Vehicles Natural/Organic, Cooking/Healthy Foods/Diet Celebrities, Beauty Health + Beauty Moms, Streaming Services, Nightlife Celebrities, News Yoga/Exercise, New Years Resolution TO
- 6. FI NDI NG THE CO NSUM ER TARG ET AND DI G I TAL TARG ET TEST Each audience individually ID EN TIFY Hundreds of qualified audiences (not just one segment) C OMBIN E To create multi-layered audiences
- 7. 1 CONSUMER TARGET575 AUDIENCES
- 8. “Cheryl” 0.635 News + Celebrities 1.499 New Year Resolutions + Pseudo-Science/Philosophy 2.18 EVERY AUDI ENCE BECOMES A REVENUE STREAM A U D I E N C E P E R F O R M A N C E B Y S C O R E J u n e 2 9 , 2 0 1 8 - J u l y 1 5 , 2 0 1 8 Female 25-54 + Natural/Organic Nightlife + Celebrities Moms + Pseudo-Science/Philosophy Yoga/Exercise + Donor/Charity Moms + Environmental/Sustainability Moms + Whole Foods Travel + Streaming Services Female 25-54 + Streaming Services Travel + Cooking Healthy/Foods/Diet Moms + Donor/Charity Finance + Politics Female 25-54 + Travel Finance + Environment/Sustainability Vehicles + Politics + Occupation Moms + Travel Finance + Donor/Charity News + Streaming Services Outdoor/Home Improvement/Gardening + Pets/Wildlife New Year Resolutions + Pseudo-Science/Philosophy 2.18 1.908 1.771 1.726 1.635 News + Celebrities 1.499 1.362 1.317 0.999 0.998 0.954 0.953 0.908 0.817 0.816 0.771 0.681 “Cheryl” 0.635 0.408 0.316 0.135
- 9. We need to stop interrupting what people are interested in C R A I G D A V I S F O R M E R C H I E F C R E A T I V E O F F I C E R A T J . W A L T E R T H O M P S O N and be what people are interested in.
- 10. FI ND BEST PERFORMERS FOR EACH AUDI ENCE R I G H T M E S S A G E T O R I G H T A U D I E N C E N Y E R E S O L U T I O N S + P S E U D O - S C I / P H I L O S O P H Y M O M S + P S E U D O S C I / P H I L O S O P H Y C E L E B R I T Y I N F L U E N C E D N I G H T L I F E + C E L E B R I T Y I N F L U E N C E D“ C H E R Y L ” T h e p e r c e n t a g e . I n d i c a t e s C T R a b o v e a v e r a g e f o r t h e c o r r e s p o n d e n t a u d i e n c e . 55% 49% 46% 56% 53% 52% 150% 127% 82% 127% 95% 75% 99% 56% 47%
- 11. TOP PERFORMING AUDIENCES = BIGGEST OPPORTUNITY
- 12. 50 0 100 200 150 250 300 Art Travel Theatre IndustrialDesign Literature Fashion Architecture Celebrities Music Movies VideoGames Comics Comedy Sports Television TrueLife FormalEducation CivilRights GlobalAffairs Civics MilitaryMatters Religion Meditation Philosophy/Growth Relationships Psychology/PersonalDev DIY InteriorDesign PlayingSports Running NaturalBeautyProducts Finance/Markets Marketing Sales Entrepreneurship Startups/Tech Economics Leadership Management BigBiz Gadgets(Consumer) Futurism Innovation Tech/Health SocialMedia Environment Space Physics Environment Biology Health/Body Mind D A R K E R B A R S = “ C h e r y l ” W e l e d a t a r g e t L I G H T E R B A R S = G e n e r a l b e a u t y e n t h u s i a s t s ID E NTIFY T H E C O N VERS ATIONS # O F P R O F I L E S D I S C U S S I N G E A C H S U B J E C T Parenting Beauty Yoga Fitness Health PureInspiration Food Mindfulness Politics PureInspiration Food Mindfulness Politics
- 13. MAP T H E I N T E R A C T I O N S W I T H I N T H E A R E A S T O D E T E R M I N E T H E P O I N T S O F I N F L U E N C E
- 14. Katey Denno G re e n b e a u t y a d vo ca t e / Ce le b rit y m a ke u p a rt ist 38. 7k f ollow er s 23 c onnec t ions in net w ork H E A L T H + B E A U T Y M E D I A C O N N E C T I O N S A l l u r e • G l a m o u r • W W D • R e f i n e r y 2 9 • V o g u e • I n t o T h e G l o s s • T h e C u t D i r e c t i n f l u e n c e V i r a l s p r e a d
- 15. Taryn Toomey Fo u n d er & CE O o f T h e Cla ss 53. 8k f ollow er s 12 c onnec t ions in net w ork F I T N E S S , Y O G A + B E A U T Y W o m e n ’s H e a l t h • O x y g e n • S h a p e • Y o g a J o u r n a l • P o p s u g a r • G o o p * R e f i n e r y 2 9 D i r e c t i n f l u e n c e V i r a l s p r e a d M E D I A C O N N E C T I O N S
- 16. Valeria Hinojosa Fo u n d er o f W T S Co n n e ct & Yo ga T e a ch er 134k f ollow er s 25 c onnec t ions in net w ork H E A L T H , B E A U T Y + Y O G A E l l e • V o g u e • W W D • S e l f • M a r i e C l a i r e • G l a m o u r • P e o p l e • W o m e n ’s H e a l t h D i r e c t i n f l u e n c e V i r a l s p r e a d M E D I A C O N N E C T I O N S
- 17. C H E R Y L Skin Food has been a lifesaver 🙌 With the weather getting colder, my skin has been needing an intense drink of hydration and this gives exactly that 💧 Definitely keen to try more @weleda products FI ND BEST PERFORMERS FOR EACH AUDI ENCE R I G H T M E S S A G E T O R I G H T A U D I E N C E R A C H E L R I T L O P Theconfusedmillennial * W INTER W ELLNESS ROUTINE * Nothing leaves me feeling more relaxed and refreshed than my weekly self care bath! I’ve been using @weleda_usa’s Gentle Facial Cleansing Milk for a while now… K A T E Y D E N N O Kateydenno These are the steps that I took to create #OliviaWilde’s shimmery green eye (and the rest of the makeup) that I did on her beautiful face last week…as shown on myself #workingwithweleda N Y E R E S O L U T I O N S + P S E U D O - S C I / P H I L O S O P H Y M O M S + P S E U D O S C I / P H I L O S O P H Y C E L E B R I T Y I N F L U E N C E D N I G H T L I F E + C E L E B R I T Y I N F L U E N C E D“ C H E R Y L ”
- 18. DRI VI NG DOWN COST PER ENGAGED USER* 8 4 . 6 % L O W E R S I N C E T H E F I R S T C A M P A I G N *An engaged user is a site visitor who spends 60+ seconds on a page or visits 3+ pages in a session. This metric has proven to be strongly correlated with offline sales across industries. This traffic is deemed as qualified traffic, eliminating users that accidentally come to the site. * Only measuring biddable media $45.98 CPE $24.66 CPE $8.63 CPE $7.08 CPE $1.90 $0.58 $0.85 $1.08 $0.88 P R O G R A M M A T I C I N F L U E N C E R
- 19. TO THE CONVERSATI ONS CONSUM ERS HAVE ABOUT WELEDA A N D I T S U C C E S S F U L L Y S H I F T E D
- 20. D O U B L E - D I G I T G R O W T H Retail Growth T O P S K I N C A R E B R A N D S Weleda.com C O M I N G I N N E T W O R K Influencers P E R S O N A L C A R E S K U #1 Rank + 5 4 % W e b s h o p G r o w t h v s . Y A G O v e r a l l s a l e s g r o w t h o f l i n e 2 9 0 % YI ELDS GROWTH ACROSS THE BOARD C O N T I N U A L M I C R O T A R G E T I N G & A S S E S S M E N T
- 21. THANK YOU
Editor's Notes
- #9: Kat (11/07/2019) Removed “Fearless, Fit & Fun” after “‘Cheryl”
- #13: Kat (11/03/2019) Secondary conversations removed through animation - click through to see build
- #15: In notes – say we are counting # connections (authority) but we also look for connecions to major pubs to provide scale (and also gut check back to our consumer)