Utilising Customer Personas & Creative
The primary focus of this project was to explore the viability in utilising customer personas to create highly relevant and targeted adds to a niche pool of decision makers within the technical department of the NHS.
01
The Brief
Tailor Salesforce company ads and strategy using customer personas for personalised messages. Address concerns of a consumer board member overseeing new contact system implementation within the NHS.
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The information that was shared contained key interests, emotions and a percentage of the personas representation of the total data (9%). ​
02
Objective
The primary goal of this project was to leverage the insights extracted from the customer persona to effectively address the central concerns and guide the interests of users, thereby sparking their curiosity and engagement.
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The project focused on understanding and responding to key apprehensions expressed by the persona, including apprehensions about cost-focused decision-making, analogies drawn between software change and open-heart surgery, compatibility of new software with essential APIs, and the adaptability of the system to tailored requirements.
03
Approach
Identify key information within the customer persona:
In my exploration of customer personas, I uncovered diverse perspectives: from those actively seeking a new CRM system to NHS workers emphasising accessibility, cost-conscious individuals prioritising quality, tech-savvy users valuing adaptability, and enthusiasts of innovation.
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Identifying the correct channels:
I discerned essential channels for tailored outreach, aligning with the client's distinct targeting requisites encompassing job function, industry, interests, and concerns. This encompassed a strategic blend of third-party technology collaborations and harnessing first-party data resources.
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Budgets & Timescales:
Mindful of the client's budget constraints and urgency for a prompt resolution, I meticulously formulated a campaign strategy designed to optimise resources while guaranteeing timely delivery. To achieve this, I personally created the ad variants, utilising the client's existing assets, thus aligning innovation with practicality.
04
Target Audience:
Male Aged 40:
The target audience was system engineers working for the NHS. They miss the days when they used to spend time working on the systems themselves.
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Doctor Who Fans:
The audience had watched Doctor Who for as long as they can remember. They would love to have a Tardis statue in the house, but their spouse won’t let them!
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API Integration:
The audience overseas APIs for a plethora of different systems and knows from experience how fast these can change. Can the new software integrate with all of the necessary APIs?
The Creative
Data + Creative = Attention:
Leveraging customer personas, I dove into crafting tailor-made creatives that not only highlighted key points but also tackled user pain points head-on.
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Building on past success:
One winning strategy I've employed before involves utilising interstitial creatives (320x480) to fuel impressive CPL results. Its attention-grabbing nature, screen dominance, and ability to outshine competitors make it a standout performer.
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Audience Strategy
Prospecting:
Through the use of LinkedIn Ad Manager, I discovered valuable openings to connect with users in relevant job roles, craft lookalike audiences, and engage individuals based on their interests. This platform also provided an ideal setting for reaching users in a B2B campaign context.
Remarketing:
I amplified the channels by incorporating display ads through DV360 and Microsoft Audience Network. This empowered the client to connect with their audience across a spectrum of premium publishers, all while finely targeting search behaviours, interests, and remarketing tactics.
Data:
The aim was to target a niche audience with specific interests. I used Google search data, created a seed audience on LinkedIn, employed job titles and industry filters via Microsoft, and explored 3rd party data sources, all while managing the client's budget.
Conclusion:
Thoroughly analysing the customer persona allowed me to identify key pain points, address them in the ad copy to pique interest, and plan a robust campaign strategy that targeted a relevant niche audience for the client. The success of this case study underscores the importance of leveraging data to inform and innovate creative decisions.