Understanding Key Audiences

Challenge

Helping a leading vehicle brand understand the motivations and mindsets of three audience groups to inform future campaign development.

In a recent study, our client came to us to understand their Gen Pop audience and the role movement, inspiration, and creativity played in their lives (including their relationship with driving), and how well the brand’s current positioning fit. For this round of work, our client asked us to dive deeper, to understand the nuances that could exist within three different target audiences (Black, Asian, and Hispanic Americans) and how that might impact future communications.

Approach

As a continuation of the initial Gen Pop illumination, we utilized our digital ethnography tool as a way to hear directly from our audiences, in their own words, as they relayed personal stories and shared imagery with us from their lives. These real world examples offered valuable texture to our analysis in ways that felt authentic and impactful, and lead to meaningful and actionable recommendations. For each “booster”, we worked with a different specialist who was part of each specific audience population, to ensure participants felt comfortable to share openly in a digital ethnography environment.

Impact

We found that powerful nuances exist across the three different audiences, that separate them from the general population. For each audience, we offered bespoke advice helping the brand pivot their future campaign strategies to be more inclusive of more audiences.