ADVERTISING AS A REVERSE-ENGINEERED FOCUS GROUP

14 Jan

ADVERTISING AS A REVERSE-ENGINEERED FOCUS GROUP

When Peloton reached out to Pursuit, they had a high-quality problem: their product was selling well, but they didn’t know the profile of their most likely buyers, and therefore didn’t know how best to focus their marketing and advertising. The unique digital advertising campaign Pursuit launched across multiple online locations layered in data, tracking and measuring the level of engagement in 20 custom-defined demographic segments of Peloton’s buyers. As a result of the information Pursuit’s strategy captured, Peloton was able to tailor its future marketing and advertising to connect with the highest value segments of its target audience.