Case Study: The Sound achieves a more nuanced comms strategy with Greenbook

The Sound builds 2025 comms strategy with Greenbook after a best-ever research presentation

The Sound, a leading media brand, worked with Greenbook to better understand its target audience. The client knew engagement with its content was inconsistent but lacked the insight into why these differences existed or how to address them. Their challenge was to bring their audience to life by creating distinct sub-segments for more genuine and strategic communication.

Greenbook's solution began with digital diaries to broadly identify where the audience diverged, finding key differences in lifestyle, values, and information consumption. This was followed by in-depth one-on-one interviews to deeply understand each sub-segment's drivers. The result was a rich understanding of each audience group, leading to tailored messaging recommendations. The client's Head of Brand Growth described the Greenbook presentation as “one of the best research presentations the team has ever seen,” and it became the foundation for their 2025 communications strategy.

The Sound