How audience targeting helped a luxury agency win over ultra-high-net-worth individuals

The Challenge

Relevance’s yachting client was eager to identify key messages and marketing platforms for a campaign tailor-made for ultra- and high-net-worth individuals (UHNWIs).

The client also wanted to create criteria for selecting and engaging ambassadors for UHNWIs relevant to the campaign.

For a complex bespoke purchase such as a multi-million dollar yacht, it's unlikely that someone will make a snap purchase after seeing a single social ad. Selling to UHNWIs requires brands to not only consider the timing of their marketing messages but also that investing in such big-ticket items often requires reaching multiple people.

Beyond timing and targeting, the idea of selling yachts in the midst of a pandemic is a tall order. Careful messaging was crucial for the campaign to be a success, especially given the timing.

The Solution

Relevance took the following approach, with Audiense being integral to the process.

• Create individual audiences that cover each part of the UHNWI’s customer journey: Using Audiense Insights, the agency managed to break down its target audience into a variety of segments, such as yacht advisors, yacht customers, yacht personnel etc.

• Analyze how their target audiences intersected, uncovering opportunities to target multiple segments at once via ads and organic content: Using Audiense, Relevance gained some seriously actionable insights for their campaign. The platform also helped the agency to uncover affinities and behavior overlaps between audience segments.

• Determine which types of ads and organic content made sense for each audience segment: Using our Targeting Pack features and Audiense Connect, Relevance was able to determine which audiences and what types of ads the audience would respond best to and from which platforms.