Case Study: Relevance achieves precision targeting of ultra‑high‑net‑worth individuals and tailored campaign messaging with Audiense

How audience targeting helped a luxury agency win over ultra-high-net-worth individuals

Relevance is a luxury digital marketing agency based in London and Monaco. Their yachting client needed to pinpoint the right messages, platforms and ambassador criteria to reach ultra‑ and high‑net‑worth individuals (UHNWIs) — a difficult brief because multi‑million dollar purchases involve long sales cycles, multiple decision‑makers and sensitive timing during a pandemic.

Relevance used Audiense to break the UHNWI journey into precise segments (yacht advisors, owners, crew, etc.), analyze overlaps and affinities, and use Targeting Pack and Audiense Connect to match ad and organic formats to each group. The work revealed distinct audience mindsets (some strictly business, others prestige‑oriented), produced a clear personality blueprint and tone, guided a shift to B2B organic activity with paid targeting for wealthy consumers, and resulted in a concise messaging map for confident media layering and ambassador selection.

Relevance

Niki McMorrough

Commercial Director