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Case Study:

Understand Target Audience

AirHelp created better brand campaigns that will further accelerate its growth.


Founded in 2013, AirHelp has grown into the world’s largest air passenger rights advocate, helping more than 13 million passengers to date. AirHelp educates passengers about their rights and helps them to claim compensation for delayed, cancelled, and overbooked flights. 

Latana is a brand tracking company that uses advanced data science to provide accurate data on brand performance. The platform uses analytics style data to help companies get inside the minds of their audience so they can make better decisions and build a better brand.

Bobby Richardson
Felix Ecke
Marketing Manager, Germany
“Latana has helped us better understand the differences between our target audiences within the diverse group of travelers, as well as how we fare against our regional competitors. We will use this data to improve our brand campaigns even further.”

The Challenge

AirHelp needed to take more of a brand marketing approach to give them a competitive edge. They were used to a performance-driven background with a concentration on ROI and revenue and although they were hitting the roof with this approach, they were wary of wasting budget by running brand campaigns. They believed that without a solid understanding of their target audiences and how they currently fare against competitor brands, they would not be successful with brand marketing.

The Solution

AirHelp decided it was time to use a brand tracking solution. AirHelp turned to Latana Brand Tracking because it would provide reliable data on brand perception and awareness. They were also drawn to Latana’s ability to scale the 20 markets required, while also fitting the required role of a “new and innovative” tool.

The Results

Latana’s Brand Tracking and Analytics helped AirHelp understand how they performed across their different target audiences and where they stood against the competition.   

Latana showed AirHelp that brand awareness was highest in young people with a high level of education and income. The data also confirmed that brand awareness is especially high for frequent travelers (those who have made more than two trips in the last year). 

Latana also helped AirHelp find dozens of new audiences, many of which the company had not in sight before. This data would be important in overtaking the competition. Latana’s intuitive dashboard showed AirHelp they were not the only brand in their industry experiencing an increase in brand awareness. 

AirHelp can now confidently continue their current marketing campaigns, knowing they are positively impacting their target audiences. AirHelp is working to increase the scope of their marketing and growth by targeting high-performing audiences they hadn’t previously been aware of before.

Key Findings Using Latana’s Brand Tracking Software: 

- Brand awareness is highest in young people with a high level of education and income

- Brand awareness is especially high for frequent travelers

- AirHelp is not the only brand in their industry experiencing an increase in brand awareness.

More Testimonials

Through our research, Blinkist can now confidently move ahead knowing that they are reaching the audience they are aiming for. However, the results have also helped Blinkist identify gaps that they were not previously aware of. They now know that their messaging isn’t resonating as well with certain groups, especially in terms of TV advertising, which is still reaching their target audience to some extent. Based off these results, Blinkist has decided that, going forward, they will continue to use Latana to build a picture of its brand awareness in different audience groups, while also producing some new advertising that resonates with the groups that currently have low brand awareness.

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