Kinship Creative
CPG Audience Intelligence
Building personas from what consumers actually do.
Personas are more useful when they start with behavior instead of assumptions.
The Challenge
Brands including Canyon Bakehouse, Nancy's Yogurt, and a2 Milk needed a clearer view of the people already choosing and engaging with them.
The Insight
Public social behavior gave us another layer of audience intelligence: the words people used, the brands they followed, their interests, and the patterns connecting them.
The Strategy
Build audience personas from observed behavior and language, then use those personas to make messaging sound more like the people the brands wanted to reach.
My Role
At Kinship Creative, I led audience research, persona development, and the translation of those findings into marketing strategy.
What We Built
I analyzed the public social profiles of existing followers, mapping the keywords and language in their own posts, the other brands they followed, their interests, and the patterns that connected them. From that we built lookalike personas and realigned messaging to the words the audience was already using.
Most persona work starts with a study commissioned from a vendor. This was primary research, done by hand, from observed behavior.
The Result
The work gave audience strategy an evidence base instead of an assumption, and fed the broader research and testing programs at Kinship that drove a 66% increase in brand awareness and 100% growth in social engagement.
