By Sarah Tourville, Founder & CEO
With the growth of data analytics, how can marketers use these numbers for optimizing their campaigns?
In this Fuel the Frenzy podcast, we will cover:
- How to combine intuition and data
- Matching the personality of the brand with the buyer
- Integrating PR and the media
Our guest is Amy Avery, Chief Intelligence Officer for Droga5, an independent, full-service firm that focuses on brand purpose and performance marketing. With offices in New York and London, Droga5 has been recognized for numerous campaigns and achievements, including being named Adweek’s agency of the year last year. As CIO, Amy is responsible for using customer behavior analytics for data-driven decisions.
Giving Creativity More Focus
Understanding the audience needs to start on day one, according to Amy. She explains that she believes using analytics gives the creative department the benefit of having a distinct concentration on the consumer. The first step is to formulate a hypothesis about the buyer based on intuition, but moving forward, data must be utilized to connect people with the brand to shape the campaign. One such example Amy gives is her work on MailChimp’s first major marketing campaign, “Did You Mean MailChimp?” While it was apparent that a MailChimp customer is most likely a business owner, the information analyzed provided a deeper understanding that the real target is someone more defined.
The Brand and the Buyer
In order to understand potential buyers, Amy says you need to not only discover the brand’s purpose, but identify the consumer’s culture, connections, and needs. She relies on social data, Simmons, MRI audience statistics, and others to reach conclusions. After assessing that information, creative teams can work from a creative brief to develop a campaign.
The uncovered target customer for MailChimp is what Amy refers to as the “creative class,” or someone that is building their business with creativity. She found that this was a particular type of entrepreneur, someone more visionary, that would be attracted to using MailChimp. With this information, the team established what emotions are tied to purchasing, and the campaign took an unexpected turn with playful imagery and nine different ads including MaleCrimp, MailShrimp, KaleLimp, FailChips, VeilHymn, SnailPrimp, JailBlimp, WhaleSynth and NailChamp, which all sound like MailChimp and play on the name.
Another campaign Amy mentions is Chase’s “The Ripple Effect.” For the launch of the Chase Ink Business Preferred card, Amy and her team wanted to convey to small business owners that the card’s rewards points are an investment back into their company. Using data, she determined that they needed to focus on the human side of banking. The agency partnered with an NYC doughnut plant to demonstrate how the owner purchased his ingredients and equipment only through points.
Incorporating PR and the Media in the Mix
Amy believes that PR is an important channel for both reach and engagement, as it connects people to the brand and must be integrated into the strategy. For the MailChimp campaign, Amy and her team at Droga5 identified key influencers and what channels would best connect with their consumer. She explains that it became about more than billboards and moved into real, live interactions; therefore, going to the right places and connecting with the right people. Media partners were invited to launch parties in different cities and encouraged to play a role in the discovery process, one brand at a time. By letting them be a part of the journey early, the media was inspired to deliver a compelling story. For example, when MailCrimp was launched, reporters from French Vogue attended to see if the crimp was back in style.
The Chase campaign also encouraged the media and PR to be a part of the experience. The media was invited to follow how the doughnut plant starts from nothing and grows into a successful business. They were invited to the factory and meetings to see the process and emboldened to report their own take on the results. Amy believes this is a perfect example of how marketing and media can work together, both in the traditional sense and non-traditional avenues like bloggers and influencers. She believes that the press doesn’t have to be kept at arm’s length anymore and that building two-way, beneficial relationships creates more engagement and advantages for both parties.
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