DATA-DRIVEN IDENTITIES

INK Research + Insights analyzed over 32,000 social profiles to discover who Whole Foods Market 365 followers were, how we could better reach them, which audiences were missing, and how we could find them. We looked at follower hashtag and keyword usage, demographics, interests, top locations, and more on Twitter, Facebook, and Instagram. By mining this data, we identified that a majority of the Whole Foods Market 365 social audience shared common attributes, and didn’t represent the wide range of shoppers the grocer aimed to serve. It was clear that we needed to widen the grocer’s targeting to expand its social audience beyond its core follower demographic.

 

RESEARCH + INSIGHTS | DIGITAL

Our team took audience research from across channels and organized it into five audiences representing Whole Foods 365’s current and potential shoppers. Pulling directly from social data, we outlined who each of these audiences were, who influences them, hashtags they use, brands they follow, and subgroups to which they might belong.

With target audiences established, we began to hone in on social content strategy. We examined almost 500 Facebook ads to provide quantitative analysis on relevancy and engagement scores. By identifying trends across the lowest, mid, and top-performing ads over a one-year period, we determined which factors made ads successful and which resulted in a low performance.

32,000
Social profiles analyzed
500
Social ads analyzed
5
Shopper personas created
Upon completing this research, INK took over all paid and organic social outreach for Whole Foods 365, focusing on generating excitement for its newest store, driving foot traffic to pre-launch events and the grand opening, and increasing awareness of Whole Foods 365 as a grocery retailer. We also work hard (and have a lot of fun) on site at store openings, managing partner and influencer relations, and running user-generated content programming.