Blinkist was founded in 2012 by four friends who wanted to turn unallocated time into time for learning and reflection. Today, the digital reading app connects 6-million readers worldwide with best-selling, non-fiction text and audio pieces that are consumable in 15 minutes.
Latana is a brand analytics platform that uses advanced data science to provide accurate data on brand performance. It helps fast-growing consumer brands who want to make better marketing decisions.
Blinkist decided it was time to put their target audience in the center of their TV campaigns. They needed to know if brand awareness levels were positively impacted. Blinkist turned to Latana Brand Tracking to connect with their target audience while the campaigns were running and accurately determine if they were successful in helping them reach their brand awareness goal.
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.