CAMPAIGN EXAMPLE 02 / Unexpected response
See past your first assumptions.
A connectivity campaign drew its strongest response somewhere unexpected. Comparing creative performance across communities revealed a gap between who the story was about and who engaged with it - a clearer basis for deciding where to focus next.
Adapted from campaign work delivered by our sister company, illustrating how an in-house team could apply the same approach with Genara.
Three perspectives from one sister-company programme.The challenge
The subject of a campaign can suggest an obvious audience. But the people a story is about are not always the people who respond most strongly to it.
What the work revealed.
In a connectivity project, measured engagement differed markedly across community types. The strongest response came from outside the group the story might have led the team to expect. The finding gave them a reason to question an assumption that topic alone could not resolve.
Put the same approach to work with Genara.
An in-house team could bring its creative assets and performance data into Genara and use the hyperlocal influence platform to put the response in local context. The useful next question becomes where attention is coming from and what that means for the campaign.