How we use Helix Personas in Media Campaigns
Roy Morgan Helix Personas are used by many marketers to identify their audience and predict consumer behaviour. Understanding Helix Personas and how they work can assist in creating targeted and efficient media campaigns that resonate with your audience.
So, what exactly are Helix Personas?
Roy Morgan works in collaboration with Telstra to classify each individual household in Australia into a particular persona. The personas are developed using psychographic insights to segment consumers into 54 target groups within 6 overall communities. The information is much more detailed and nuanced than simple demographics such as where they live; it includes their values, behaviours and mindsets, with data available on a range of topics and statements, from I like to take my holidays away from crowds to The Australian economy seems to be improving. It helps predict what someone in a certain group will do next, and why.
How does Media Plus use Helix Personas for media campaigns?
1. Identify a target audience
The first step of any property media campaign is to identify your target audience. By knowing which Helix Personas you’re marketing to, we can tie them into our media strategy from the get-go, ensuring the right groups are reached. Helix Personas can be integrated with your own database to discover which Personas are in your audience, or we can recommend your ‘ideal buyer’ based on details provided. The depth of knowledge and data provided by the Personas also allows us to create lookalike audiences, which we can use to extend your reach.
2. Campaign messaging
Knowing the behaviours, attitudes and pain points of your targeted Helix Personas can feed into your messaging and tone of voice, so your campaign resonates with your audience. Ads targeted to Leading Lifestyles, for example, are more likely to focus on key selling points such as a premium lifestyle using an elevated tone of voice, while ads targeted to Hearth and Home are more likely to focus on amenity that is important to families, such as proximity to schools and transport, using everyday language.
3. Channel selection
The comprehensive media consumption data in the Helix Personas Library allows us to discover the most powerful media channels to reach your target Personas, so you can be seen where your audience spends most of their time. From channel level – Free-to-air and Subscription TV, outdoor, magazines, other print and letterbox media – through to digital media, video and music streaming, mobile and social, Helix Personas can tell you exactly what media your target Helix Personas are consuming, right down to individual title, program and website.
Example of ‘Getting Ahead – Aspirational’ persona data
4. Optimisation
Our media team uses the Helix Personas data to help reach those audiences through specific keywords, interests or audience groups that relate directly to that Persona. Campaigns are optimised regularly, removing underperforming media placements or updating creative and messaging where necessary to ensure campaigns are continuously performing and hitting targets.
If you have any questions about this article, implementing your own media strategies or assistance with advertising in the property industry, contact Ant Bray on 0407 850 603 or anthony@mediaplus.com.au.