Thread by @AudienseCo

A few years ago, @beglen collaborated with a number of very cool artists, including @davidguetta⚡️

‘David Guetta was already incredibly successful but then he plateaued’.

In this 🧵 we’ll show you how they grew their market using consumer segments!

Instead of saying ‘on average you're very popular’, or ‘across all people, you have a popularity of X’, @davidguetta’s team broke audiences down into #clusters, based on their musical needs 💥

With these clusters, they got more precise info about:

💠The type of ppl that @davidguetta has already engaged (where initial growth came from)
💠The type of ppl he had not yet engaged but were excited about his music (where future growth could come from)

Pop Idol & Casual were two clusters identified for future growth. It was clear that going mainstream was the big opportunity, but by naming the audiences - and understanding their individual needs, behaviors and wants - @davidguetta was able to 👇

👇
💠 Double-down on an amazing program of music, promotion & marketing that really engaged this new audience
💠 Release a vocal album tailored to their tastes
💠 Go big in the pop world with artist collabs that brought new audiences to @davidguetta’s music

According to @beglen, it was important to @davidguetta to not lose his core audience. So, he released a second album as an alternate electronic version, developed with his core audience in mind 🫀

.@davidguetta’s strategy covering marketing & PR, as well as music & videos. This was part of a much bigger strategy, but a neat example of clear thinking about how audience clusters can empower you to change paths & reach new audiences!

‘Even when you think you know the strategy, clustering & data really help clarify & allow you to go after it in a much bolder way.’

Get more info on @davidguetta’s strategy & access @beglen's presentation on the ABC of Clustering here 👇
bit.ly/3lotDtj