Case Study:
Blinkist Brand Analytics Case Study

Using Advanced Data Science to Prove Awareness in Target Audience

Blinkist now have data-based proof that they are hitting the right target audience with their campaigns
“Using Latana means that we can be confident we are moving in the direction that we want, while also identifying any gaps in our strategy. We’ve never had a solution before that provides such an in-depth makeup of our audience and we love it!”
Bobby Richardson
Bobby Richardson
Offline Marketing Lead

Company Overview

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 company that uses advanced data science to provide accurate data on brand performance. The platform helps you get inside the minds of your audience so you can make better decisions and build a better brand.


Blinkist LogoLatana Logo

The Challenge

Blinkist originally started their marketing journey predominantly in performance marketing but had decided to move more into branding to propel them further in a competitive space. Therefore, they were fairly, but not fully, confident that they were reaching their target audience, that is ambitious professionals looking to fit more learning into their lives. They are mainly in their 30s and 40s, with a focus on US, UK, and Germany. Unfortunately, Blinkist never had an in-depth analysis of their audience that they needed to gain the conformation they sought. Blinkist needed a way to move from fairly confident to 100% confident, especially in terms of TV advertisements as TV is inherently less targeted. They wanted to know just what kind of impact their TV campaign was having over time.

The Solution

To achieve 100% confidence in terms of reaching their target audience, Blinkist selected Latana brand analytics for several key reasons, including the advanced data science model, MRP, which Latana uses. Blinkist was impressed by the high precision Latana can achieve when tracking niche audiences.

The Results

Latana used MRP to prove that Blinkist is reaching its target audience for Germany, the United Kingdom, and the United States in terms of brand awareness. 

From December 2018 - January 2019, and with a sample size of 12,000 powered by MRP, Latana proved that Blinkist is reaching its target audience of ambitious people aged 36-45 in the following ways:

Germany

The highest brand awareness (18%) in Germany stood with 46-55-year-olds who work in start-ups and like to be productive in their free time. Plus, high education has a strong impact on brand awareness of Blinkist, especially in the 36-55-years-old age group. Quite obviously, brand awareness is also high among those who use reading apps.

United Kingdom

Of the three countries, the United Kingdom has the lowest brand awareness. However, working in a start-up did mean that the respondent was more aware of Blinkist.

United States

The target audience for the US was spot on for Blinkist. People aged 26-45-years-old was the highest age bracket and, within that, the highest subgroups were highly educated people and people who work in start-ups. Overall, the highest brand awareness level was at 10% for 36-45-year-olds who work in startups and are productive in their free time.

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.


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.