THE SHORT STORY
Beauty Startup Finds Power & Priorities
A beauty brand startup wanted to target Millennials, but knew that simply saying “we target Millennials” wasn’t going to help them hit their aggressive sales targets.
We developed 8 core Ideal Customer Avatars based on key DMAs that helped inform product development, customer service channels, marketing programs and budget allocations for their precious startup dollars.
Because our ICAs included demographic data as well as psychographic and behavioral data, the brand was able to expand their customer base beyond Millennials by leaning into psychographic and behavioral markers across other age groups.
Not only was the startup able to reach their aggressive sales goals, they secured more than 300 pieces of press coverage because of the tight coupling of offer and audience and had conversion rates 3x the industry average.
3x Industry Average Conversion Rate
A look at the preferences, values, attitudes, interests and personality traits that influence how an individual views the world and what motivates them to action
Intelligent Customer Avatar
Most similar to a customer persona, Intelligent Customer Avatars are data-backed profiles of target customers that can be used to create, refine, and market products & services.