CASE STUDY

Red Rooster

Helix Personas and Thryv Data segments Red Roster’s customer base to deliver a targeted outdoor advertising campaign.

This case study is an example of how Helix Personas can bring your data to life, clearly identifying customer segments within your database and then assigning them specific character traits and locations.

Background

Different customers connect with products in different ways, and thanks to Helix Personas’ unique targeted profiling, Red Rooster was able to create an outdoor brand campaign that changed the product message depending on the location.

Solution

Consumer segmentation tool Helix Personas was used to profile 360 bus shelters around Australia to determine which personas lived within a 1km radius of each one. Based on the findings of each bus shelter’s ‘catchment area’, one of six different advertisements was chosen for display in the shelter.

This targeted outdoor advertising approach enabled Red Rooster to communicate the appropriate message to the relevant audience. The result? What every advertiser wants: increased consumer engagement.

“In an ever-cluttered media world, consumers are getting better and better at filtering out messages that are not relevant to them. Using Helix Personas to gain an understanding of the demographic profile that will interact with our outdoor advertising allowed us to select creative executions that will resonate with those consumers. We have to start being smarter about not just the channels we use but the creative messages we select if we want to gain relevant cut-through.”