OVERTONE
Get…
Gen Z and younger millennial consumer cohorts
To…
choose OVERTONE over competing hair-healthy DIY color brands
By…
targeting high-affiliation interests and competitor-dominated keywords.
Process
I aggregated consumer, competitor, and complementary brand data to target high-engagement interests and keywords. This led to increased ability to activate on relevant trends within key demographics to target what they're most likely to be looking for, where they’re most likely to be looking for it.
Results
Pending during awareness campaign.
