Social Listening to Help a Luxury Retreat Speak to Its Core Audience

The Ask:

The client, a luxury retreat experience structured around six key pillars enhancing human performance, sought a communications strategy to engage their primary audience—“performance junkies”—individuals who optimize both mental and physical performance.

The Approach:

Two key questions that guided my approach:

1. What to communicate: Identify audience interests aligned with the six pillars.

2. How to communicate: Define the tone and angle to resonate with the target audience

   
   

To answer these, first, Search Listening was used to unveil audience intent and interest through the generation and analysis of a corpus of root keywords associated with the pillars.

Next, Social Listening was layered on to discern sizeable areas of audience interest, prioritize communication topics, and define the angle and tone of voice to adopt for effective communication.

The Value Add:

The insights shaped a compelling communications strategy, helping the client position themselves as the go-to luxury retreat for performance-driven individuals. Key outcomes included:

1. Concrete Communication Topics: Translated abstract pillars into tangible areas / topics of communications in line with audience interests

2. Strategic prioritization: Prioritized pillars and communication topics to tap into based on the opportunity size they present

3. Effective Creative Development: Established a clear angle and tone for communications, guiding the development of copy and creative content.

In summary, the findings empowered the client to effectively communicate with their target audience by translating abstract concepts into compelling communications that resonate with the "performance junkie” community. consumer needs but also set the stage for sustained growth in an evolving financial landscape.

Done at TBWA\Singapore