Background
The Company aims to provide innovative health solutions and improve patient outcomes. One of their current projects involves increasing engagement for their smoking cessation product, targeting individuals actively seeking to quit smoking.
Challenge
Identifying consumers who are looking to quit smoking poses significant challenges:
- Limited Reach: Traditional marketing methods struggle to effectively reach this specific audience.
- Behavioral Insights: Understanding consumer behavior and life events that trigger the desire to quit smoking is complex and requires sophisticated analysis.
Objectives
- Identify Target Audience: Use advanced analytics to pinpoint consumers interested in quitting smoking.
- Increase Brand Awareness: Elevate the profile of the smoking cessation product through targeted campaigns.
- Boost Engagement on Social Media: Improve interaction rates on Company’s Facebook page.
Solution
Sherlock AI employed a multi-faceted approach to tackle these challenges:
1. Data Mapping and Analysis
- Consumer Clustering: Mapped office and residential clusters to analyze smoking habits, focusing on individuals taking regular 5-10 minute smoke breaks.
- Life Event Signals: Identified major life events (e.g., visits to maternity clinics, weddings, funerals, gym memberships) that often correlate with a desire to quit smoking.
2. Comprehensive Consumer Profiling
- Behavioral Insights: Collected data on shopping locations, residential prosperity levels, transaction patterns, and hospital visitations.
- Digital Trends: Analyzed search trends across digital platforms to gauge interest in smoking cessation.
3. Precision Targeting
- AI Classifiers: Developed classifiers based on individual interests and readiness to quit smoking.
- Targeted Campaigns: Launched campaigns specifically targeting consumers interested in digestive medication, leveraging social media platforms like Facebook and Instagram.
Results
The implementation of Sherlock AI’s insights and targeted campaigns yielded impressive results:
- CTR Increase: Achieved an unprecedented 56% increase in click-through rates.
- Engagement Rate Boost: Increased engagement rate on Facebook to 152.8%, significantly enhancing interaction with the brand.
Conclusion
By leveraging Sherlock AI’s advanced consumer insights and targeted marketing strategies, the company successfully identified individuals seeking to quit smoking and increased brand awareness for its cessation product. This case exemplifies how data-driven approaches can drive significant improvements in consumer engagement and marketing effectiveness.
