The Situation
An award-winning digital creative agency was approached with an RFP by a company launching a new organic juice brand.
The Challenge
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
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.
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.