Finding new customers for The Very Group →
We delivered close to 4,000 new customers for The Very Group's flexible payment scheme in one season's campaign.
The Royal Opera House Online is an enjoyable and unique experience for viewers. The proposition was focussed on the viewer; what do they want to watch and when? Royal Opera House wanted to gain insight of audience tastes and behaviours to unlock ROI for their online platform.
Using a combination of first party data and our proprietary data platform, we identified clusters of customers based on lifestyle attributes, behaviours and opportunity.
We analysed ROH’s customer data across:
+ 44,000,000 individuals
+ 26,000,0000 households
+ 34,000,000 mail addresses
+ 20,000,000 emails
+ 5,800,000 IP addresses
+ 8,000,000 mobiles
The cluster-based personas gave crucial insight into their target audiences and how they are interacting with technology. We used these personas to strengthen and sharpen ROH’s activation strategy and highlight where new opportunities are, including which clusters to prioritise.
The was widely engaged with, across all channels, delivering:
+ Increasing advertising effectiveness across the customer journey
+ A determination, at region or postcode level, of exactly where opportunity clusters are
+ A clear understanding of where to concentrate above the line marketing activity such as billboards, bus and train ads, press, radio etc.
+ Digital media targeted regionally across Facebook, Linkedin and Instagram campaigns
+ Informed product and content roadmap and prioritisation
+ Mapped potential opportunity across clusters to support targeting
We delivered close to 4,000 new customers for The Very Group's flexible payment scheme in one season's campaign.
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