Identifying new audiences by personality profiles to drive awareness for Slack
Facing increased competition from the likes of Google, Facebook and Microsoft, Slack needed to grow their awareness amongst new audiences in Europe.
With a modest budget compared to their competitors, they required a targeted approach defined by a well-identified audience to increase the uptake of Slack.
From our in-depth interviews coupled with quantitative research, we recognised that Slack users did not follow a typical business software decision journey (i.e. led by IT decision makers) and neither could they be defined by company size, industry classification or job title.
Therefore, to identify relevant audiences we mapped out specific personality traits of users according to OCEAN personalities by running dialogues of people talking about Slack online through a leading Natural Language Processing tool.
Our research showed that although Slack users may not have a unifying job title, company structure or background, they do have a distinct and unifying personality profile; in this case openness and neurotic ism were clear and consistently defining traits of a typical Slack user.
Partnering with Visual DNA we were then able to create a clever and actionable targeting media solution based on these specific personality traits to successfully increase awareness from 12% to 21%, an increase of 75% in those exposed to the digital campaign.
what our client had to say
“Their behavioural analysis and psycho-graphic targeting led to a well-calculated media approach (which) reached the right audience through the right touch points and enabled us to double brand awareness numbers across all markets.”
Rob Klein, Associate Marketing Manager, Slack