The Southerners are taking part in the #BeTheFilter campaign. For this campaign, there are two target audiences. The first can be classified as 19-25 year olds, that are students undertaking study at a tertiary institution, who have low incomes and casual jobs whilst studying. They reside in both city and regional areas and all have high accessibility to the internet.
The second most attractive segment for this campaign is 16-18 year olds, who are at school and have zero to very little income. They, too, live in both city and regional areas and have high accessibility to the internet.
After conducting primary research in the form of a target audience survey, the team is able to identify our target markets communication habits. Perhaps the most paramount features from all the surveys are:
- All respondents are non-users of Twitter
- All respondents agreed that the likelihood of them using Instagram & Facebook in the next day is certain (100%)
In correlation with these findings, a Sensis (2016) survey, 99% of users aged between 18-29 indicate they are heavy users of Facebook. As well as this, Millennial’s are also heavy users on Instagram. Millennial’s also watch more content online than they do on TV (Acumen Report, Constant Content, 2015). Thus, due to these reasons and our primary research the aforementioned targeted segments will ensure that the objectives of this campaign are successfully met.
- The Southerners: Kaylie, Keeli, Josh