How deep audience profiling and lightning quick access to consumer insights solidified a lucrative nationwide advertising programme.
Background |
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Connections by The Specialist Works creates big opportunities for its brand and retailer clients, including managing customer strategies for targeted advertising inserts in eCommerce packages. One category which performs extremely well in this arena is wine clubs, but when Connections was working with Naked Wines for a specific eCommerce placement, it ran into a challenge. |
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The Cint Solution |
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Connections turned to Cint to help gather critical insights on the audience in question, targeting parents with young children. Together, the partners were able to identify appropriate respondents very quickly using Cint’s platform, leveraging the platform's 300+ deep profiling questions to hone in on the right audience. The team then worked with Cint’s customer success experts to develop two targeted surveys to uncover behaviours and sentiment surrounding package inserts and alcohol advertising in particular. The survey results clearly illustrated that the audience was fine with receiving alcohol-related advertisements and that many would even welcome it. |
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The Results |
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Using the data collected, Connections was able to turn the situation around at the retail brand's C-level and prove that the parents who were part of the brand's audience would not be upset or offended by alcohol ads. The results illustrated by the data were clear: the vast majority of respondents were amenable to the possibility of wine offers in their packages. This turned a hard “no” from the retail brand into a lucrative programme which, in just four months, received no customer complaints and realised millions of dollars in revenue. |
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Success Snapshot or Stats |
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![]() Set up, launch and gain access to insights all within 36 hours
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