A global audiobook and podcast streaming brand looking to run a brand awareness campaign.
The brand wanted to gain a deeper understanding of in-market brand perception across three KPIs: Brand Consideration, Brand Adoption and Core Brand Attributes.
YouGov created an online survey tailored to the brand’s business KPIs. YouGov overlaid the custom survey results with their syndicated data to gain further insights. Eyeota used its proprietary privacy-compliant data modelling methodology to transform the survey data into addressable audiences across 6 different segments types based on entertainment & media consumption habits and needs. The bespoke audiences were then pushed directly to the brand’s buyer seat in their platform for exclusive activation.
With Eyeota and YouGov, the brand was able to use research-based audiences to tailor the message and tone of campaign, activate the audiences in a digital marketing environment and track the audiences every day to understand the impact each of the segments had across the pre-defined performance metrics.