How Cream fueled campaign planning with YouGov's audience insight

Challenge

Cream’s client needed help understanding and reaching their male customer base.

Solution

Using surveys & audience intelligence, Cream gathered insights to support campaign planning.

Business outcome

Cream used audience insight to inform creative & media ideation and deliver a multi-channel marketing campaign.

Business challenge

Cream, a full service, B Corp ad agency, had a client seeking help in understanding more about their male customer base, including shifting attitudes and behaviors, and ultimately the best ways to reach and communicate with them.

Cream aimed to explore the broader context of male behavior, leveraging recent research on the widening gap between young men and women to benefit their client.

Solution

Cream approached YouGov with a target audience of men aged 18-34 and a survey in mind to meet the brief. YouGov recommended running a Nat Rep sample to achieve the robust sample sizes needed. This approach allowed Cream to draw broader conclusions from a representative sample, leveraging our fast and cost-effective omnibus approach.

In addition, Cream uses our flagship audience profiling tool, YouGov Profiles, to build audiences and segments that drive success for its clients across multiple sectors. The tool also helps Cream determine market size and audience opportunities, playing a crucial role in winning new clients and work by powering pitch strategies.

YouGov provided a high-quality, representative sample quickly, enabling Cream to upload the results to the YouGov Profiles platform and evaluate them against thousands of other data points. This allowed Cream to build detailed segmentations and gain deeper insights into their target audience.

During the audience analysis, Cream split its target audience into two distinct groups: Traditionalists and Progressives. The agency found that Traditionalists adhered more closely to traditional gender roles, while the views of Progressives were more centered around gender equality.

Whilst the two male segments share many characteristics, for example an interest in sports & technology and an admiration of family members, “normal hardworking people” and sports people as male role models; they also exhibit unique characteristics, with notable differences observed in political stances, consumer behavior (especially around ethical or sustainable purchasing patterns) and attitudes to dating.

Business outcomes

Using insight gained from the research and additional audience analysis in YouGov Profiles, Cream delivered creative ideation, campaign planning and media placement analysis to their client, ultimately unlocking a larger budget for their marketing efforts.

This work led to a large national multi-channel campaign and strengthened Cream’s relationship with one of its key clients.

Cream has been a YouGov Profiles subscriber for nine years, and it now plays an integral part in the agency’s operations and ways of working. The key USP of the platform for Cream is the extensive breadth and depth of data available, with over 2 million data points. The ability to upload custom research into the tool further enhances its value for Cream.