Tracking Brand Campaigns to Analyze Effect on Performance
Headspace is a mindfulness app with the aim to improve the health and happiness of the world. They currently have millions of users in more than 190 countries worldwide.
Latana is a brand tracking company that uses advanced data science to provide accurate data on brand performance. The platform helps brands get inside the minds of their target audience so they can make better decisions and grow their brand.
Headspace knew that they wanted to diversify their marketing approach more toward branding and they knew a brand tracker would be vital tool in doing so, they just weren't sure which brand tracker would best suit their needs. After looking into various brand trackers, Latana was recommended by a colleague to Ruth Chadwick, Brand Strategist. Latana prevailed the winner. Why? According to Ruth, Headspace chose Latana because "it was more suitable for a tech brand". She was impressed that Latana offered more granular and reliable data than existing tracking solutions at a fraction of the cost. The intuitive dashboard delivery that would allow her to really segment different audiences sealed the deal.
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.