Using AffinityAnswers’ segment to activate a pop star’s social engagers, a cosmetics brand was able to convert them into their own social engagers and boost Audio/Video on Completion (AVOC) rates
Covergirl® was looking to increase their programmatic efforts.
The brand’s agency called on AffinityAnswers to produce a branded segment that activated high affinity audiences of a major pop star. Using this segment allowed the cosmetics brand to reach a very receptive audience at scale.
The impact on a major campaign KPI – the AVOC rate – was enormous: the pop star segment achieved 70% vs. the 40% cosmetic category average.
Beyond the initial results was an equally impressive showing – the pop star’s fans were now twice as likely to engage with the cosmetics brand on social than they were before the campaign began, and TrueAffinity – a score measuring brand receptivity based on social engagement – rose +1.4%. In six short weeks, the pop star became the #1 music artist among the cosmetic brand’s social engagers.
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