The building blocks under every Havas Entertainment campaign.
Havas Entertainment turns potential consumers into fans through media, creativity and PR. Doing that for young audiences means knowing not just who they are, but what they currently care about — and being able to show it.
audiences covered: kids, teens, parents and families
trends correlated rather than sampled once
across brands, licences, content, media and influencers
Cultural relevance has a short shelf life
Havas Entertainment’s work depends on keeping clients relevant within current culture, which for young audiences moves faster than any annual study can follow.
The team wanted a better understanding of a new generation of consumers and, specifically, the most up-to-date information available on kids’ digital consumption, behaviours and attitudes — not a picture that was accurate when it was commissioned.
Segment the audience, then correlate over time
Havas subscribed to the live data portal and TrendLens reports covering kids, teens, parents and families, giving a regular snapshot of the wider kids and family marketplace whenever it is needed.
The practical technique is segmentation plus time. Splitting the audience and reading affinity with brands, licences, content, media and influencers builds a detailed picture of who a group is and what matters to them; tracking it across periods shows which of those things are strengthening.
Evidence as the foundation, not the justification
The audience read became the base layer campaigns are built on rather than the research done to support a plan already written — which is the difference between insight informing work and decorating it.
It also delivers added value into client campaigns, since the same evidence that shapes the plan can be shown to the client behind it.
The Insights Family’s data enables us to have an incredibly accurate picture into the lives of kids today whilst correlating trends over time. By segmenting the audience data, we can build a really rich picture of who they are and what matters to them through their affinity with brands, licenses, content, media and influencers, and so much more. Their data is the fundamental building blocks on which we build our campaigns. It’s really been a game-changer.
Your next pitch
Walk in knowing the audience better than anyone.
Tell us the client and the audience, and we’ll show you what your pitch could be built on.