MediaCom and Speedo

Finding Hot Markets To Target With Cool Swim Campaigns


Claritas data user, MediaCom, is one of the world’s leading media communications specialists. One of their clients, Speedo, was looking for opportunities to increase brand awareness among avid swimmers. They worked with MediaCom to help them identify the best markets for OOH and DOOH campaigns.


Leveraging the Claritas 360 platform, MediaCom created a geographic heat map to find which markets in the U.S. had high concentrations of active swimmers aged 18-34. Of the regions that stood out, they decided to focus their efforts on California and Florida. From there, they looked to narrowed their audience down even further. They used Claritas PRIZM® Premier segmentation data to find profiles of audiences that swam for fitness over leisure.

Once they determined the best markets for the Speedo campaigns, MediaCom helped deliver OOH and DOOH campaigns in the form of billboards, EV charging station signage, and more. When working with a partner to measure brand and ad awareness among consumers exposed and unexposed to the campaigns, they saw a 15% lift in unaided brand awareness among Swimmers.


Target Markets Determined through the Claritas 360 platform

Target Audience Identified by leveraging PRIZM® Premier


Claritas 360 is an intuitive web-based application for quick and seamless analysis of customer data and markets.

PRIZM Premier is the industry’s most widely adopted segmentation solution, providing rich insights for every household in the U.S. including demographics, lifestyle and media preferences, shopping behaviors and tech usage.

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