Amnet Group India are programmatic experts for Dentsu International, specializing in programmatic buying, and also in the planning, analysis and activation of audience data.

Amnet requested a custom audience brief to be used within an upcoming campaign for a premium sanitary ware brand. The audience they were looking to target would comprise:

• Customers with an affluent lifestyle and who are in the midst of getting their homes renovated
• Audiences of similar competitor brands in the home décor and sanitary ware space
• Couples and honeymooners looking to transform their homes and bathrooms into romantic sanctuaries due to COVID-related travel restrictions

Mutual social affinities represent the consumer’s receptivity to brands, high traffic websites, celebrities, and more.

Affinity Answers proposed specific audiences using its TrueAffinity® model, which provides brand level social engagement data, to identify affluent individuals who also had high affinities towards:

• Home renovation brands and websites
• Competitor brands
• Wedding magazines and websites

Affinity-based segments activate a brand’s most engaged audiences, but in cases where not enough information about a brand is available, proxy brands offer accurate depictions of the preferences that will later define that audience. Targeting proxy affinities may even influence what audiences your brand will be receptive to over time.

These above audiences were chosen since a majority of the preliminary audiences by Amnet will have a better probability of being associated with high-end home renovation brands or brand proxies of matrimony, wedding, and bridal websites.

Campaign Results

Approximately 27% lower Cost Per Net Usage when compared to the overall programmatic display campaign. With more granular targeting options, Amnet was able to take this advantage of this audience and achieve better customer outreach for the sanitary ware brand.

Contact us at audiences@affinityanswers.com to find out how affinity-based audiences can uniquely bring solutions to your brand.