Industry
Cosmetics
Research Duration
1 days
Types of research
Qualitative
About the Client
A prominent retailer launched a festive Christmas campaign to engage shoppers and boost brand visibility. As part of their digital strategy, they released an Instagram Reel designed to captivate younger audiences while keeping the holiday spirit alive.
Challenge
The challenge was to craft a campaign that could effectively appeal to and engage a diverse audience spanning multiple generations, each with distinct preferences, behaviors, and demographics.
Objective
The objective of this analysis was to:
● Measure brand association strength and appeal of the Instagram Reel across various demographic sub-segments.
● Identify which elements of the Reel resonated most with the audience and which detracted from its appeal.
● Provide actionable insights to refine the retailer’s holiday marketing strategy.
Socialtrait's Approach
AI-Powered Audience Testing
● A 1,000-person sample of U.S. consumers tested the Instagram Reel
● AI-driven personas simulated real-time audience reactions, pinpointing key attention hooks.
Precision Analysis in Record Time
● Reactions were measured using an 11-point scale, similar to the Net Promoter Score.
● A deep qualitative module identified the emotional and cognitive triggers behind audience responses.
Key Metrics Assessed
● Strength of brand association with the retailer.
● Appeal and likability of the reel across different demographic groups.
Lightning-Fast Insights
● Socialtrait’s high-speed analysis and 2D mapping delivered game-changing insights in just a day—giving the retailer a competitive edge.
24 hours
to achieve measurable, audience-validated insights
+18% lift
in campaign likability after incorporating Socialtrait insights
29% higher engagement
among target demographics after optimization
95% faster
than traditional focus group testing
The Results
With Socialtrait’s AI-powered insights, the retailer didn’t have to speculate—they had instant clarity. Within 24 hours, they uncovered exactly what worked, what fell flat, and why. They uncovered why the campaign resonated with older audiences but missed the mark with younger ones.
Nostalgia connected strongly with the Silent Generation, while modern elements like an early launch and a retail-themed Santa led to disconnect, especially among Gen Z. Humor and festive themes had broad appeal, but engagement lagged with Millennials and Gen X. Subtle design choices—like storefront visuals and the roundel logo—quietly reinforced brand identity. The result? A clear, actionable roadmap to refine future campaigns with speed and precision.
