Audience Persona Exercise (MGM, IE, 01/24/2024) PDF

Omnichannel Media Strategy & Planning Session 5 Practical exercise on growth persona creation and intelligence data gathering Prof. Emiliano Chedrese [email protected] SESSION 4 (NON-CLASS LEARNING) Prof. Chedrese Practical exercise on growth persona creation and intelligence data gathering,...

Omnichannel Media Strategy & Planning Session 5 Practical exercise on growth persona creation and intelligence data gathering Prof. Emiliano Chedrese [email protected] SESSION 4 (NON-CLASS LEARNING) Prof. Chedrese Practical exercise on growth persona creation and intelligence data gathering, to be reviewed in the following class. The students will have 7 days to complete the assignment and send it to the professor, specified in the exercise brief. It will count as class participation. You need to create an: Audience Persona for Chanel Chance Positioning Increase Tik Tok Penetration on Parents Affinity Sterilized Cat Will be important for next exercise. Draw a Consumer Insight Draw a comms idea for the same products / brands CONSUMER PHASE In the Consumer Phase of Intelligence, We Answer the Following: WHO is the consumer that best defines the growth target and WHY WHAT are their social affinities and interests WHERE is the consumer along the brand decision journey WHICH touch points are most influential HOW can we target them via custom audiences in Converged 4 AUDIENCE PERSONA 35-45 y.o PMM & POM Married/living with a partner Parents with kids between 9-11 years old Bachelor degree or above COVERGED AUDIENCE SIZE 48,8% 51,2% FULL TIME WORKER 45k 8,2M CATEGORY INVOLVEMENT You can judge a person by the car they drive (i205) I am not interested in what goes on under the bonnet of a car (i163) My car is only there to get me from 'A' to ‘B’ (i154) How I spend my time is more important than the money I make (i126) Despite the challenges going on in the world, they remain optimistic about their future… they dream of their own business and success, gathering stimuli from any sources they can… the city fabric, people, sights, smells and tech that they immerse themselves in every day. They like to be first in their crowd, for people to notice and credit them, whether that be in person or in social media. This ‘social currency‘ is reflected in their thirst for adventure… their insatiable wanderlust is on show for all to see, as are their brand choices, where they hangout, what they consume. CLIENT Hyundai Kia PROJECT NAME Stonic APP USAGE i291 i217 i197 i168 i129 i147 i134 i125 i117 i106 TV / STREAMING WEEKLY HOURS SPENT ON: TRADITIONAL TV See and be seen is their motto. 10h/week i411 MEDIA USAGE i281 i244 i207 Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: SMART TV 8h/week. i194 INTERNET 40 HRS SOCIAL OLV RADIO 9 7 HRS HRS SMARTPHONE DESKTOP/ LAPTOP TABLET 10,5h 7h 3,5h i117 i100 i106 PUBLISHERS PSYCHOLOGICAL DRIVERS It is important to continue learning new things throughout your life 91,5% (i112) You should seize opportunities in life when they arise 89,7% (i119) Men and women should share the household responsibilities equally 85,9% (i112) I like to have a circle of close friends who support me in hard times 82,7% (i123) i451 i237 i156 SOURCE TGI Europe, © Kantar Media 2018 i135 i118 i118 GROWTH TARGET PERSONA PSYCHOLOGICAL DRIVERS Positive feelings/ nostalgy for animated/ cartoon movies Long last passion for Disney Loyal to passion I’m still surprised by movies/ cartoon ‘s magic. I’m still able to dream like a kid MEDIA USAGE: CLIENT DISNEY PROJECT NAME FROZEN II – GROWTH ENLARGED TARGET - TEENS SOCIAL MEDIA & APP USAGE TV, VIDEO CONSOLES, READ BOOKS & RADIO 7 of each 10 kids use social media Keep contacts with friends is the main reason to use social media PERSONAL VALUES Watching animated movies always remember to me positive moments when I was a kids, and every time I see it I learn something or reflect on some aspect of life I can’t miss one Disney movie, it is like a collection for me, I’m involved and loyal to it There are no age limits to learn something new TV / STREAMING ▪ More than 40% of the kids watch TV content trought mobile or PC/laptop ▪ 89% watch online videos on Internet MOTIVATIONS & LIFESTYLE Friends and family fun (preferred activity) Open air Cinema Travel Passions/ collections Daily routine Gaming Sports OTHER MEDIA Teens spend around 5 hours per day (7 hours the oldest) in front of any screen. On weekends it’s much more heavier, they spend 396 minutes (AVG.) vs 236 minutes from Monday to Friday. 81% play games on a connected device 78% read books, comics or manga 34% listen radio, the 17% rad magazines related with TV channels and the 9% consume newspapers, the sport press is the preferred one Age Relationship & Family Information EMPLOYMENT STATUS EDUCATION CONVERGED AUDIENCE SIZE Male Female Index Index Unit of measurement TOTAL AUDIENCE SIZE HOUSEHOLD INCOME Unit of measurement Bullet list of category association (e.g. affinity, lifestyle) from syndicated and qualitative data. Provide index scores. Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: INTERNET Time Spent HRS Name of Audience Persona SOCIAL Time Spent HRS OLV Time Spent SMARTPHONE Time Spent DESKTOP/ LAPTOP TABLET Time Spent Time Spent “DESCRIPTION OF MOTIVATIONS AND LIFESTYLE, KEY NEEDS OF THE TARGET HERE” Icons of the types of apps they over index on – not just social media but others that tie to their lifestyle and motivations. Provide Index scores for each icon Icon/logos for major TV show, channel, or streaming channel that the current target watches, subscribes to – indexed against the total population. If working in HCP or where TV is not appropriate, please change to a relevant channel such as print. Provide index scores for each logo WEEKLY HOURS SPENT ON: TRADITIONAL TV Time Spent SMART TV Time Spent What magazines, newspapers are they currently consuming and where do they over index? Provide index scores for each logo HRS Bullet list of psychological drivers (e.g. motivations & mindset) that bring to life the target in a clear way. Provide index scores. Audience insight tool(s) used to create persona (e.g. TGI, GWI) Statements and information used to create audience in insight tool used CLIENT MBi PROJECT NAME Disney For me self expression, equal rights, and self empowerment are fundamentals of my life, family and society overall I see in movies a real tool to give me insights for my personal growth and helps me to raise my kids through examples Spain is definitely leading the feminism wave. This represents a huge opportunity to multiply the effect of a universal value and trend, in a local environment. Media and content are currently affecting gender ideas; Spaniards are Lead the wave of self demanding a more balanced expression and equality, content production (strong critical becoming the reference thinking) of trusted edu-tainment Good adaptation to the new times. Frozen universe is the flagship representative of this new decade of Disney Animation Success. The “Frozen Effect” still on audience’s mindset demonstrated by the high expectations generated with the trailer launch (100% positive buzz sentiment*) Good release moment despite the cluttered period and competitive landscape. Opportunity window with family. Lucky year: direct competitor is not launching any animated movie. Challenge to maintain the long tail effect through organic communication / spread (wom). Other “mandatory” events: soccer and blackfriday could affect cinema traffic in autumn/ Christmas *Spain Trailer buzz sentiment analysis WEEKLY HOURS SPENT ON: TRADITIONAL TV SMART TV Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: INTERNET SOCIAL OLV HRS HRS HRS SMARTPHONE DESKTOP/ LAPTOP TABLET WEEKLY HOURS SPENT ON: Thank you! Apps, Newspapers, Radio & Podcast WEEKLY HOURS SPENT ON: INTERNET SOCIAL OLV HRS HRS HRS SMARTPHONE DESKTOP/ LAPTOP TABLET TRADITIONAL TV SMART TV CONSUMER INTELLIGENCE WORKSHEET CONSUMER INSIGHT BELIEFS MOTIVATIONS CHALLENGES BEHAVIORS CLIENT argesr PROJECT NAME prueba MBi CLIENT PROJECT NAME