Segment Socialization & Activation

Approaches

• Segmentation Launch Events

  Introduce the segmentation like a major product launch, with fanfare and enough spend to break through the clutter of day-to-day business-as-usual. We will type your staff into segments and engage them in exercises to generate segment-specific ideas.

• Maintain Salience Through Repeated Exposures

  Use videos to bring segments to life, then go at least one step further to keep targets top-of-mind over time: immersion rooms, walls or home screens plastered with personas, faux social media profiles, interactive microsites, chatbots, etc.

• Target Segments Using Custom Audiences

  Use the segmentation typing tool to survey a robust base of target segment members so that lookalike modeling can generate a targetable digital audience of millions.

• Target Segments via Existing Audiences

  Illuminate segments using third party audiences and propensity scores so your media team can leverage their current media buying tools to more efficiently deliver ads to priority segments.

• Target Segments via Digital Personas

  Passively captured third party digital data about onsite and in-app behaviors allows us to tell your media team when, where and how they can reach target segments.

• Target Segments via Third Party Transactions Data

  Segments defined by their buying behavior can be targeted through the same platforms that collect these behaviors. This approach is best for low involvement CPG brands.