Niche it down.
Today, we’re taking a look at brands and platforms that have used niche targeting — and the insights and data behind it — to uncover audience groups essential to building a modern brand.
TLDR: As privacy laws change, the way we reach our customers changes too. We have moved beyond "one for all" campaign messaging and are seeing major results when brands can uncover and connect with niche audiences through curated messaging and reach strategies.
️️⚡️ Trend #1: Your interests are our interests
After an exploration of their consumer’s interests, Mountain Dew created two new loyalty programs: one for video gamers and one for outdoor enthusiasts. Both loyalty programs, the Outdoor Gear Program and the Gaming Program, offer consumers the chance to win rewards specific to their top passions. Although the identified interests were dissimilar, the company ran with them, creating authentic experiences for an authentic connection.
️️⚡️ Trend #2: Big (data) spenders
Cookies are out. Spending habit tracking is in. And Chase Bank is taking it — well — to the bank. Ad teams can officially target consumers using first-party data on Chase Media Solutions, granting access to detailed insights into their target audience’s purchase history. Unlike the majority of retail media networks, Chase’s will only charge brands when a customer completes a purchase. Now, brands know they are engaging with the right consumers because of the most specific data-driven insights.
️️⚡️ Trend #3: If the shoe fits
When Hyundai recently noted that their compact SUV models ranked highly among Black consumers who recently purchased a car, they decided to dip their toe into sneaker culture. With their recent spot, “The Drop”, Hyundai worked alongside Black-owned agency Culture Brands to tell the culturally-relevant story that also featured the Brandblack x Salehe Bembury sneaker collaboration.
Note: While Ammunition endorses looking into subcultures and relevant trends to bring consumers content they want, we believe diversity is not a trend.
Brands looking to reach new consumers need new, creative ways to talk to them. By harnessing the right marketing strategy, data, and insights properly — you can take your brand to new heights. Take cues from the above examples to better reach new fans.
Striking Stats
️️⚡️ Niche influencers are proving to be the winning formula for businesses, with 47% of marketers indicating successful partnerships with micro-influencers. (Source: HubSpot)
️️️⚡️ 51% of worldwide Gen Z consumers use social media to look up a brand versus 45% who turn to search engines. (Source: eMarketer)
️️️⚡️ 60% of B2B marketing leaders say their companies have increased spending on growing brand awareness. (Source: LinkedIn)
Lightning Round: Team Updates
️️⚡️️ JC Hamill was promoted to Chief Technology Officer. We couldn't be more thrilled to see JC's continued leadership of our technology team in the next chapter.
️⚡️️ Chief Strategy Officer, Kelly Katherine Heilpern, shared her expertise on strategies for online visibility and engagement.
️⚡️️ John Roberston and Loc Lam celebrated their 1-year Ammoversaries.