Diagnose
Audience
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One of the world’s fastest-growing crypto companies
Who are driving the conversations around crypto on Twitter? How do they impact the price of NFTs and cryptocurrencies? How should the client engage each of these segments to drive growth?
Using our AI tools to analyze bios and posts on Twitter, we identified six distinct types of crypto conversation leaders across 11 markets. For each of these segments, we deep-dived into motivations for involvement in crypto, and their views specifically about the client’s brand partners. We also identified the key influencers and passion points for each segment, to give the client a way into reaching and influencing them. Based on our research, we identified the best segments to target and how to target them in each market. For instance: we found that while in Japan, segments would resonate well with eSports brand partner sponsorship messaging, in the US, using celebrity endorsements and witty humor in comms would work better with one of the major segments.
Crypto enthusiasts, meme coin lovers, investors, and devotees — or those who fully believe crypto is the future — are the biggest praisers, mentioning Brand x when hyping up $CRO or showing off their NFTs. Subsets of investors(e.g. “crypto investors, traders, & entrepreneurs) and enthusiasts (e.g. military veterans, advanced degree holders) speak most negatively, with functionality complaints and scam skepticism being most common topics. NFT artists, creators, and podcasters remain most neutral, mentioning brand x mostly to promote their own NFT art or collections or announcing where sports/entertainment events are taking place.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
Amazon is launching a Gen Z offering that takes users back in time to explore and experience iconic moments or events of the Y2K era
This product will be an interactive Amazon Alexa skill, featuring content tailored based on user preferences and interests
Through this trend, Amazon can provide customers with an immersive new product offering, as well as capitalize off the growing interest in retro-style products among Gen Zers
Airbnb is launching a Gen Z offering that celebrates the power of monetization
Highlighting inspiring stories of people
who have used Airbnb properties to achieve success
Could feature content creators, Roblox developers, and other individuals who have leveraged their side hustles while staying in an Airbnb property
Visuals should be evocative and captivating, portraying the potential of living life to its fullest while utilizing Airbnb's flexible and affordable options
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