An Audience Led Media Strategy

A premium home builder were looking for informed consumer archetypes to be identified and planned against, for a 12 month media strategy.

 

Channels:

MOSAIC Profiling, Consumer Research, Trend Analysis & Consumer Media Consumption Reporting. Planning for TV, Radio, Newspapers, Magazines, Sponsored Content, Outdoor, Niche HNW Media, Paid Search, Paid Social, Exhibitions and Live Events.

Focus:
Property, B2C Channels & B2B Engagement.

The Brief:

Demographic segmentation

To review proposed archetypes and refine with informed customer insight & research. Create an action based media plan to inform a brand refresh, incorporating core and sub-brands.

The Execution:

Starting with proposed archetypes, detailed analysis into market trends, consumer media consumption & backed up by MOSAIC Profiling and Attest research.

This then informed a top line media strategy & phased plan over 12 months, as the clients’ discretion.

A cross-channel approach was defined, including Sky Adsmart, Radio, Print & Digital campaigns with sponsored content, paid search and paid social digital campaigns, and a working content strategy.