How we defined a niche audience and surrounded it with a variety of messages across multiple touchpoints to reinforce brand awareness and consideration.
Opportunity
The motorcycle industry has been quite stagnant in recent years, even though most recreational products thrived during the pandemic. BRP wanted to boost interest in its three-wheelers—a very specific type of vehicle for a niche target. Our daily mission was to reach qualified audiences with a lean budget and engage them across various media touchpoints to increase awareness of the three-wheeler products.
Business success
Our Omni solution
We wanted to extend the three-wheelers category, so we revisited our target audience by cross-referencing BRP’s studies against the motorcyclist target in Omni Audience Explorer. In doing so, we found the most qualified shared passions from this target, and we used these to define our new qualified audience.
Next, we created two clusters within that audience, differentiated by age groups. With “The Original” and “The Progressive” audiences, we were able to push different messages. Before launching them on a variety of platforms, we validated the potential target volume against MRI results. We then pretested it with BRP’s research agency to make sure everything was aligned to launch these new audiences.
After that, we used the OMNI Channel Planner to determine the best fit between our funnel of communication and the target. Finally, we distributed the audience through Facebook, connected/ addressable TV and different DSPs in programmatic.
We also used further actionable tactics to retarget the audience that viewed our videos, expanding our ecosystem. The objective here was to reach the same person in different environments, in order to build optimal frequency and ultimately increase awareness of the product.
The approach
Our work meticulously defining audiences in combination with multi-touchpoint frequencies really produced results in terms of quality of people reached.
BRP saw higher amounts of traffic to its website and an increase in the number of people in the category, proving that even with a niche category, reaching the right audience can generate real interest.
Finally, displaying our message to the same people on multiple screens across different environments enabled us to generate actual awareness of the three-wheeler products.
Audience Explorer
We found the most qualified shared passions from the target, and we used these to define our new qualified audience.
We created two clusters within that audience, differentiated by age groups to be able to push different messages.
Channel Planner
We used the channel planner to determine the best fit between our funnel of communication and the target.
Activation
Finally, we distributed the audience through DSPs, Facebook, and addressable and connected TV.
The objective here was to reach the same person across different environments.
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