Audience parsing for Nike | Signum.ai

Audience parsing for Nike

The campaign focused on potential participants of professional
online workouts (sportsmen, sports enthusiasts, etc.)

04 Feb 2020

Initial CTR 0.85%

1.79 %

Average CTR achieved
with Signum.ai

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 Signum.ai: 1,61%

Strategy #2

Average CTR, achieved due to collaborating with Signum.ai: 1,45%

Strategy #3

Average CTR, achieved due to collaborating with Signum.ai: 1,79%

Happy review

RESULTS

1.79%

Best CTR

3

Strategies suggested

12 000

Accounts collected
Juliya Bayrasheva

Social Media Ads Manager

We had experience with Signum.ai's tools while working on the ad campaign for Red Bull, which is one of our clients. The company's solution helped us to parse the audience on Instagram and Facebook, and the results of the ad campaign were truly impressive – the CTR did almost double! Many thanks to Signum.ai for their high-quality and efficient work.