About
Organic Juice Brand
Industry
Consumer Beverages
Company size
SMB
How Audience Insights Powered a Juice Brand's Big Break
Leveraging Affinity Data to Target Health-Conscious, Party-Loving Consumers
The Situation
Winning New Business in a Highly Competitive Environment
An award-winning digital creative agency was approached with an RFP by a company launching a new organic juice brand.
The Challenge
Breaking Through the Noise
The new juice brand faced a saturated market and struggled to engage across various channels. The agency needed a thorough and holistic view of the target buyer to win the pitch.
The Solution
Reaching Trendsetters with Data-Driven Strategy
The agency began by leveraging TelmarHelixa’s Discover solution to identify the core target audience for the new juice brand.
The data pointed to women aged 25-34 as the optimal audience for increased sales. Both single and married women were equally viable as target consumers.
Once the demographics were established, Discover was used to identify this audience's media habits and core interests. The analysis revealed that they were heavy streamers with high affinities for classic platforms like Netflix and Hulu, while also showing interest in newcomers like HBO Max, Disney+, and CBS All Access.
This group indexed higher than the general U.S. population for beauty, wellness, and trendy fashion. Additionally, while they loved organic products and were thoughtful about what they ate, they also indulged in some partying — over-indexing in the Party Goer category.
Source: TelmarHelixa Discover’s Interest and Affinity Graph
Affinity: Helixa proprietary statistical calculation that measures the level engagement of the target audience as it relates to a given base population. Affinity score is based on a 1.00x index scale, which represents the average consumer as it relates to the base population.
The 360-degree view provided a clear picture of the target personas, which were then used to dig deeper for additional insights and shape their pitch.
The Results
Celebrate Good Times
Equipped with a deep understanding of the target audience, the agency team presented their insights to the juice brand and were awarded the work to create the brand architecture. They also walked away with a contract naming them as the juice brand’s social media agency of record.
Insights as Specific as Your Audience
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TelmarHelixa solutions make our client work a lot more efficient as our teams only need to be trained up on one platform.
Leading Beverage Company
It would take multiple tools to replace the deeper insights I can uncover with Discover. I can even layer in offline behavior … all without leaving the platform.
Leading SVOD Service
TelmarHelixa is a fabulous company to work with. They are innovative in their approach and always open to new ideas.
Global Social Networking Platform
TelmarHelixa is adept at providing us with effective survey and analytical tools, with strong customer service backup and development ideas.
European TV Broadcaster
TelmarHelixa is a fabulous company to work with. They are innovative in their approach and always open to new ideas.
Sneaker and Lifestyle Brand
TelmarHelixa is adept at providing us with effective survey and analytical tools, with strong customer service backup and development ideas.
Well-Known Broadcaster
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