Audience parsing for Nike

Campaign goals

Get more user registrations for online workouts on the Nike website.

Strategy #1

Audience parsing

Building a list of hashtags accompanying posts related to online workouts: #onlinefitnesscoach #onlineworkout #workoutonline #onlinetraining #sportathome #onlinefitnessclasses #howorkouts #workoutathome

Test sample

1) FInding the Key Opinion Leaders (KOL) based on these hashtags. Most of them run online training sessions themselves.

https://www.instagram.com/p/CAN9zixo5mk/

2) Analyzing followers and picking those showing high activity in the KOL accounts, particularly interacting with the posts related to online workouts (likes, comments).

3) Input data (provided by the client):

https://drive.google.com/file/d/1a2TX40ncyArhCw0vVh1tgZmE2sYics2J/view?usp=sharing

4) Deleting bots.

Test sample

https://drive.google.com/file/d/1a2TX40ncyArhCw0vVh1tgZmE2sYics2J/view?usp=sharing

Strategy #2

Audience parsing

Building a list of hashtags accompanying the posts related to online workouts: #onlinefitnesscoach #onlineworkout #workoutonline #onlinetraining #sportathome #onlinefitnessclasses #howorkouts #workoutathome

Test sample

1) Collecting accounts of sportive apps’ users (‘Strava’ app was taken for testing).
There were two ways of searching for ‘Strava’ users:
– Searching for the posts by #strava hashtag;
– Analyzing visual materials for logo and relevant inscriptions: http://joxi.ru/l2Z4Pp9tEXgOVr

2) Comparing audiences 1 and 2 to prevent overlapping.

3) Deleting bots.

Strategy #3

Audience parsing

1) Collecting accounts that use the brand name and hashtag #nike

2) Collected accounts of the ‘Nike Training Club’ app users (those who use such hashtags as #nikeapp and #ntc and share workout results).

3) Comparing audiences 1 and 2 to prevent overlapping. Selecting Russian-speaking audience by location.

4) Deleting bots.

Test sample

https://docs.google.com/spreadsheets/d/1zysxuPfuwoS-YFF7ULC2-kkdU-Ej2oLMYsDYjUGK2Nc/edit?usp=s…

Final results

Initial average CTR: 0,85%

Strategy #1

Average CTR, achieved due to collaborating with Advero.AI: 1,61%

Strategy #2

Average CTR, achieved due to collaborating with Advero.AI: 1,45%

Strategy #3

Average CTR, achieved due to collaborating with Advero.AI: 1,79%