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Case Study:

Using Data to Understand Specific Audiences and Fuel TV Campaign

AirHelp now has the precise audience and competitor data needed to create better brand campaigns.


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

Although already the world’s biggest flight compensation company, AirHelp is relatively new to the brand marketing game. After conducting in depth research to confirm that approximately just 13% of people globally know about their travel rights, AirHelp decided to step up their branding game, and make more people aware of the service they offer. In order to do this efficiently, they needed to find a brand tracking solution that provides data on perception and awareness, a brand tracker that is reliable but reasonably priced. In addition, and most importantly, they needed to find a solution that would help them better understand their target audiences and the differences between them, as well as how they currently fare against regional competitor brands.

The Solution

After having viewed other brand tracking solutions, AirHelp decided that Latana offered the expertise they need in terms of reliable brand insights. They were impressed by its ability to scale multiple markets, while also fitting the role of “new and innovative” solution AirHelp desired.

The Results

Latana used advanced data science to accurately show where AirHelp sat in comparison to their German competitors in terms of target audiences. It also showed the difference in brand awareness levels for the various target audiences AirHelp are tracking.

Target Audiences 

AirHelp were happy to see receive confirmation that brand awareness is especially high for frequent travellers (those who have made more than two trips in the last year). This proved that they are indeed reaching their target audience and that their brand campaigns are on track. 

Moreover, AirHelp got detailed insight into brand awareness across dozens of other audiences. It was interesting for them to see that gender has little impact overall in brand awareness. They will consider this information for future brand campaigns. 


AirHelp found that they were not the only brand experiencing an increase in brand awareness. They saw that there were significant differences between their competitors' audiences. What was very beneficial for them to learn was that their target audience views them more reliable than other competitor brands. 

What Next?

AirHelp now has reliable and accurate data regarding brand performance on their target audiences and local competitors. AirHelp used this data to launch a TV campaign in the first half of August 2019 that will better target their audiences. AirHelp will use Latana to continually quality check their branding efforts across different campaigns.

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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