Samsung

CHALLENGE

Profile people who switched from iPhones to Android mobiles.

APPROACH

Searched for people who used specific keywords / phrases regarding switching.

RESULTS

Able to profile people who match this criteria and create lookalike audiences to target.

UBS

CHALLENGE

To profile High Net Worth Individuals (HNWI) and how they engaged with 8 specific topics in social investing across 6 territories (US, UK, Germany, Switzerland, Hong Kong, Singapore).

APPROACH

To filter for HNWIs we took the initial client list of criteria and added more handles for markets that were underrepresented (i.e. HK/SG/CH). We prioritised the more niche publications (Luxury Life Magazine) and then broadened the search to the more general ones (i.e. NYTimes). We then applied our own persona filter “Aristocrat” and saw how they engaged with the following topics: Artificial Intelligence, Diversity, Education Equality, Health and Technology, Health Equality, Philanthropy, Societal Economic Development and Sustainability.

RESULTS

We were able to find what HNWIs engaged with in those topics such as hashtags, websites, keywords, emojis, media type, content and influencers and how they trended across a 5-year period.

Liverpool FC

CHALLENGE

To help Liverpool FC better understand football fans in Indonesia in order to design a truly fan-centric fan engagement strategy across owned, earned, paid and partner channels. Add Value to Fans The Club wants to be authentic and relevant to local fans, and wanted to use data to help the Partnerships, Retail, and Marketing teams add value to local fans.

APPROACH

Create a bespoke data set – using Twitter & Instagram – to define the behavioural and demographic profile of Indonesian fans of the Club online, compared to general football fans in that market. Unique Fan Profile we defined the Club’s fan profile, including key interest areas and under-indexing interests, brand affinities, and their local vs. global outlook.

RESULTS

Our data enabled the Club’s Strategy, Partnerships and Consumer Insights teams to identify data- driven wins & tactics for local fan engagement, CRM, media planning, partnerships and retail, building on the research insights and the designed fan profile, including these fans’ values, interests and content preferences.

Publicis Groupe

CHALLENGE

Zenith Optimedia wanted us to find out the interests of Korean Pop (K-Pop) lovers in the UK and the US and what K-Pop influencers they also follow on behalf of their client Spotify.

APPROACH

Individual and Demographic Audience social profiling on Twitter and Instagram.

RESULTS

We were able to isolate the K-Pop lovers in the UK and the US and find out what specific other interests they had.

Tesco

CHALLENGE

Benchmark Tesco F&F’s social audience with that of their competitors (ie. Sainsbury’s Tu, Asda George and Marks & Spencer).

APPROACH

Social audience profiling and competitor benchmarking analysis on Twitter and Instagram.

RESULTS

Tesco used the insights to inform them of their social audience’s interests, understanding their audience in a way they never thought possible for social platforms.

Easy Jet

CHALLENGE

easyJet wanted us to find people who are most likely to travel outside the UK, and where in the world they were most likely to travel to.

APPROACH

Individual social profiling on Twitter and Instagram and intent-based conversation analysis technology.

RESULTS

We were able to help easyJet determine which Twitter and Instagram users were travelling for work, where they travelled, what pictures they took and what emojis and hashtags they used frequently so easyJet can communicate with them more effectively.

Personalyze unique classification system gave us an precedented level of audience insights”
Oliver Kunze, Head of Commercial Customer Insight, M&C Saatchi

McKinsey & Co

CHALLENGE

To help McKinsey & Company recruit more efficiently across Eastern Europe, micro- targeting 25 – 35 year old females that satisfy a specific set of social interest criteria.

APPROACH

Individual social profiling on Twitter and LinkedIn across Eastern Europe.

RESULTS

Out of a list of 117 high-quality candidates, 105 were invited for an interview (90%). Our client was ecstatic as they were not expecting us to get anywhere near that number of high calibre interviewees.

IKEA

CHALLENGE

IKEA wanted to understand the interests of their IKEA Family Card holders.

APPROACH

Individual and audience social profiling on Twitter and Instagram.

RESULTS

We helped IKEA bring their first-party CRM data to life. IKEA now understand the interests of the different segments of Family Card members. They want us to do it on their entire CRM database now, approximately 16M customers.

Universal

CHALLENGE

Increase awareness of forthcoming The 1975 album and tour on Facebook and Instagram.

APPROACH

Audience profiling and paid social optimisation on Facebook and Instagram.

RESULTS

We were on average 50% more cost effective across all key advertising performance metrics (e.g. CPM/CPC/CPV). This performance was achieved even though Universal Music was benchmarking Personalyze’s optimized targeting recommendations against their own CRM database of fans!

Mediacom

CHALLENGE

To increase awareness of forthcoming Beatles soundtrack Eight Days A Week (The Touring Years) on Twitter.

APPROACH

Audience profiling and paid social optimisation.

RESULTS

We were 80% more cost effective versus all previous Beatles Twitter campaigns and 64% more cost effective versus all previous music label Twitter campaigns.

Personalyze is a game charger
Jenny Carrick, Head of Paid Social, MediaCom UK