Building a More Nuanced Comms Strategy to Drive Engagement

Challenge

Helping a leading media brand pull apart a target audience by illuminating their nuances to inspire a more thoughtful creative strategy and drive growth.

Our client – a leading media brand – wanted to get to know it’s target audience a little bit better. They knew that engagement with their content wasn’t the same across the board, but they didn’t know why or how. Our task was to bring their audience to life and add dimension, to create sub-segments the client could connect with in a more genuine and strategic way.

Approach

We started broad. By talking to a larger number of people in digital diaries, we could begin to see where the groups diverged. While their media habits were obviously not the same, we found that differences ran much deeper than that – showing up in their lifestyle, values, and how they take in information.

With these nuances in hand, we then had much more thoughtful one-on-one interviews with people who really represented each sub-segment, where we dug deeper to truly understand what drives their behaviors and preferences. Along the way, we collaborated with our clients to consider the brand today, and how it meets the needs of the target audience without losing what makes it special.

Impact

We provided our client with a rich and clear understanding of how each audience sub-segment perceived the category and engages with content, along with recommendations on how to speak to each through more unique and strategic messaging. Our work was described by the Head of Brand Growth as “one of the best research presentations the team has ever seen” and has since become the foundation of their 2025 comms strategy.