Articles

Cause Marketing Campaign | Target Audience

November 2, 2019

This article is part of a Cause Marketing Campaign completed for Seneca College.
Cause: Fighting Violence Against Women
Client: L’Oréal

 

Primary Target

 

Demographics

The primary target audience are Canadians from both genders between the ages of 21 to 35. The idea to first target mainly Millenials is to make sure that the campaign resonates among younger audiences, but the ones that already have some financial income.

By targeting that audience, it will be possible to educate and increase general awareness about violence against women. Even further, this target audience is the right one to increase engagement regarding fighting violence against women, since they are more likely to engage with different causes. R40

Age: 21 to 35 years | Sweetspot 25
Gender: Female
Education: High School | College | University |
Religion: Any
Race: Any
Religion: Any
Occupation: Students | Young professionals | Working class
Individual Income: $0 – $80,000
Marital Status: Single | Married | In a relationship | Engaged | Common law
Household: Living alone | In a family | With a partner
House Unit: Apartment | Condo | House
Home Ownership: Rent | Own
Principal Shopper: Female

Psychographics

 

Attitudes

  • They are all urban dwellers dealing with the struggles of urban areas
  • They are socially engaged and connected
  • They bingwatch movies and tv shows, they order food through mobile apps and they watch sports from their own homes
  • Their cellphone is their extension

 

Interests

  • They are interested in things that can drive and inspire them
  • They may be passionate about their careers or their families
  • They love social networks because is quicker and faster, not only to connect them with people and the things they love but also to make their lives easier

 

Opinions

  • They are politically engaged
  • They tend to share their support and believes online
  • Their main pillars are their careers or their families, either way, they end up having strong opinions about those
  • They judge people by their lack of social involvement

 

Audience as a consumer

 

Who

  • L’Oréal’s demographics for this campaign ranges women from 21 to 35 years old
  • Some of them are busy young professionals, from both genders, many times starting their care
  • Many of them are living alone for the first time or sharing apartments with friends or a partner

 

What

  • They buy affordable items on a daily basis
  • They use mobile apps and technology in their favour
  • They might see grooming products as treats for themselves

 

Where

  • They usually buy in big retailers, such as Longo’s and Shoppers
  • They might also buy online, in trusted online stores, right after they have read some reviews of the product

 

When

  • They buy essential when is most convenient for them, after work or during weekends
  • But they also might take some “me” time for shopping during weekends or for special events

 

Why

  • They buy common goods because they need
  • They also buy because they want to treat themselves and feel empowered

 

How

  • They buy with their household income
  • They pay using Debit, Credit and sometimes Google Wallet or Apple Pay

 

VALS Profile

By understanding the target audience as psychographic groups with particular values, attitudes and lifestyles, it becomes easier to study their habits and target them as individuals.

As for their lifestyles, their consumer behavior is driven by their goals as individuals. They are open and they want to explore the world, but many times they don’t have the proper time and the engagement to do it.

Innovators

The innovators are the main consumer group for L’Oréal’s campaign.

  • They antennas are always up, trying to gather new information that might help them with their busy lifestyles
  • Although they might be suspicious about advertising, they are receptive to new ideas and technologies
  • They are the ones to be followed. As self-directed consumers, they are the ones who decide what to buy, where to buy and when to buy it
  • They are open and confident enough to adventure and experiment new things and products
  • They enjoy the challenge of problem solving and need an ally that can help them achieve the best versions they can be, with enough time for their plenty of activities and interests.

 

Achievers

  • This audience is also comprised of achievers
  • Members of this group tend to be goal-oriented and fully scheduled
  • In their busy lifestyles, they have a have a “me first, my family first” attitude
  • They want to feel that they can control of their own lives, so although they can sound conventional, all they want is stability
  • They might value technology especially if it can provide some productivity boost to help achieve their goals.

 

Archetypes

According to the Archetypes system, the primary audience is formed by both the Everyman and the Hero.

The Everyman

  • Their core desire is to be connected with others
  • They fear to be left out from the crowd
  • They have solid virtues, aspiring goodness
  • They are very empathic

 

The Hero

  • Their core desire is to prove themselves by courageous acts
  • They don’t want to just be part of the herd
  • They aspire to be as strong as competent as possible
  • They may also be known as team players

 

Secondary Target

 

Demographics

The second target audience is constituted by women who were victims of any kind of violence based on its gender: sexual assault, harassment, attempted murder, etc.

On 2016 seventy eight Canadian women were murdered by their partner. Apart from those, at least half of all women in Canada have experienced at least one incident of physical or sexual violence since the age of 16.

As the secondary audience of this campaign, ranging from 16 to 40 years old, they should not only feel supported, but empowered by fighting violence against women, becoming the main advocates for the cause.

Age: 16 to 40 years
Gender: Female
Education: High School | College | University
Religion: Any
Race: Any
Occupation: Students | Professionals | Working class
Individual Income: $0 – $80,000
Marital Status: Single | Married | In a relationship | Engaged | Common law
Household: Living alone | In a family | With a partner
House Unit: Apartment | Condo | House
Home Ownership: Rent | Own
Principal Shopper: Female

Psychographics

 

Attitudes

  • They have little time to deal with things that are not a priority for them
  • They take care of their loved ones first
  • They are empowered on a daily basis, but might feel overwhelmed or washed by patriarchy society

 

Interests

  • They are interested in whatever can make their lives easier
  • They are the caregivers of their families, and they need time to take care of them as well
  • They need everything to be practical, so they can be ready to come back to their busy lifestyles

 

Opinions

  • Politically, they are both left and right centred, but they don’t have the time and the energy to debate or even have strong opinions
  • Even though they might think of themselves as pro-life or supportive of LGBT rights, they tend to avoid sharing their opinions in public

 

Audience as a consumer

 

Who

Canadian women from 16 to 40 years, regarding the ages in which they are more commonly victims of violence
Women victim of any gender-based violence crimes

What

They buy for their loved ones more than for themselves
They are usually in charge of doing groceries
They are also responsible for choosing whatever they buy “extra” for their households

Where

They usually buy in big retailers, such as Walmart, Longo’s, Shoppers and Rexall
They might also might buy online, in trusted online stores such as Amazon

When

Mostly on weekends, when they can find sometime in their busy schedules
On holidays or during the preparation for special family and friends events

Why

They buy to keep their houses going and everything in order
They also buy when they need to treat themselves a little

How

They buy with their household income, using the amount of money accommodated for purchases of the month
They pay using Credit or Debit

VALS Profile

This target audience lives busy lives and they value anything that can help them save time. They are both believers and survivors, being sometimes traditional or trendy, but definitely not eing afraid to show it.

Believers

  • They have moral compass, believing in basic rights and wrongs
  • They value their friends and communities, socializing within those established groups
  • They look for an escape from real life
  • They value stability and loyalty, and have little patience for ambiguities
  • They are reasonably well informed

 

Survivors

  • They are cautions and adverse to unreasonable risks
  • They are not concerned with what people may think about them
  • They take comfort in living a routine and familiar life, within safe places and people
  • They tend to trust advertising and nd they tend to remain brand loyal for years
  • They may not trust the internet as much,but they trust in what they hear from their friends on social media

 

Archetypes

According to the Archetypes system, the secondary audience is mainly formed by the Caregiver.

Caregiver

Their core desire is to protect and care for others
Compassion is one of their main qualities
They tend to take care of others more than they do for themselves
They might see other people as selfish and ungrateful