We leveraged our four-stage audience identification process…
We used first-party data to better understand current Whisky Partners customers.
We mapped this data into third-party Market Research tools to identify similar segments who share positive attitudes towards finance and investing. As a result we discovered three key audience groups.
Traditional Investors – an older male demographic who currently invest in stocks, shares, and luxury items
Alternative Investors – a younger demographic who primarily invest in Cryptocurrencies, NFTs, and ‘trending’ luxury products
Savers – an older demographic who have lost trust in investment and financial institutions post-2008 banking crisis; high net-worth with most of this in low-interest low-risk savings accounts
We built actionable audience personas for each segment, exploring their demographics, attitudes, purchasing behaviours, brand affinity, media consumption and advertising preferences.
Our activation team (Paid Social + Paid Search + Creative) used our audience insight to launch highly targeted campaigns – channels, formats and creative messaging.
54 %Increase in leads
50 %Reduction in cost-per-lead
29 %Reduction in CPM