Using Data to Understand Specific Audiences and Fuel TV Campaign
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.
AirHelp found everything they needed in Latana. After having viewed other brand tracking solutions, they decided that Latana offered the expertise they need in terms of reliable brand insights. They were impressed by its ability to scale to the further 20 markets required, while also fitting the role of “new and innovative” the solution needed to fill.
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.