Challenge Overcome
AlUla were able to identify target audience personas ahead of their first Global campaign – building a full picture of target personas, characteristics and behaviours.
Approach Taken
Partnering with Incubeta, AlUla utilized best in class audience analysis tools and social listening to build out three core audience profiles. Gaining a deeper understanding of their demographics, travel behaviour, purchase drivers and social media attitudes. These were segmented by regions and personas, providing insights that were used as a foundation for a social strategy.
Value Delivered
Insights garnered from their research led to the most engaged organic post of all time shared on Experience AlUla channels – driving over 25 million impressions.
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