A leading UK retail bank was struggling to make their personas actionable; and their 14 agencies were not aligned in working towards a focussed strategy with data-driven KPIs.
Using realtime, robust social data sets via Mapper360™ Audience, we segmented their entire existing social customer base and identifyied tribes of high value. Highly actionable personas were built out to inform media targeting, campaign creative, sponsorship shortlists, personas and segmented communication programmes.
We then applied Mapper360™ Benchmark to track all social media activity, including that of its competitive set– delivering a single version of the truth.
As a result of our insight-informed recommendations, the retail bank grew channel followers by 94% and beat industry engagement rates by 300%.