Case Study: Grayling (PR firm) uncovers 358,000 new potential customers with Audiense

How did Grayling Help a Prestigious Hotel Chain Uncover 358,000 New Potential Customers

Grayling, a global public relations firm, was asked by a luxury hotel chain with properties in over 70 countries to improve its social strategy. Although the hotel’s follower numbers matched a key competitor, the client had no way to assess audience quality, overlap or affinities, so benchmarking and refined targeting were needed.

Using the Audiense platform, Grayling analyzed more than 700,000 Twitter profiles across the client and competitor accounts to map audience segments, locations and interests. The work uncovered 358,000 competitor-only followers as new potential customers, identified 150,000 shared followers for targeted campaigns, produced top-interest lists by market and pinpointed key cities and local influencers—enabling a revised, more effective social strategy and audience-focused marketing.

Grayling

Johary Rafidison

Global Insights Director