How audience insights helped a publicly-traded company pivot

The Challenge

This case study looks at a campaign run by Red Cloud Financial Services on behalf of their client, a publicly-traded mining company with patent-pending technology with the aim to enter a new space, battery technology.

Rather than focusing on mining customers exclusively, the areas of interest for Red Cloud’s clients ranged from green technology and electric vehicles to responsible investing and social responsibility. All of this was unexplored territory for the company. Given the new technology and related audience, they needed new audience insights to guide their targeting because their traditional mining audience was not going to be the main focus.

Demonstrating the ROI of awareness-based campaigns was also a challenge. However, the struggle was twofold when you’re expected to produce results with an audience you have limited firsthand experience with.

The Solution

Based on the challenges and leveraging insights from Audiense to create campaign performance forecasts, Red Cloud was able to set the client’s expectations regarding the end goals and associated KPIs of the campaign.

Focusing on awareness, they were looking for a potential correlation between the campaign and increased interest. This would be reflected by video views, increased website traffic, and perhaps even increased trading volume. As part of the campaign, Red Cloud put together four paid campaigns across Facebook and Twitter, a branded article, and three marketing videos.

With so many unknowns and variables, Red Cloud relied on Audiense’s platform to analyse the data of their clients’ current audience while researching prospective ones. The company was able to:

1. Build a brand new audience
2. Segment the new audiences
3. Determine which audience segments were the most valuable