Case Study: Kim Townend maps fandom communities and boosts campaign strategy with Pulsar Platform

Using Social Media Research to Map Different Communities in a Fandom Audience

Kim Townend, a London-based social media consultant and digital strategist, needed a faster, more accurate way to understand fast-moving fandom audiences and niche online communities. Using Pulsar Platform’s social listening and audience intelligence tools, she aimed to build social strategies based on current conversations, behaviors, demographics, and language rather than outdated assumptions.

With Pulsar Platform, Kim mapped Sherlock fandom segments across social channels, identified where each community was most active, and tailored strategy, influencers, and creative by platform. The research informed the full launch plan for The Game Is Now, helped drive a Tumblr Answer Time that generated 32 million impressions, and supported a cosplay activation; she also used Pulsar Platform for Pernod Ricard to compare retail vs. social audiences and show that Twitter delivered stronger engagement and impressions than Instagram for many brands.

Kim Townend

Kim Townend

Social Media Consultant and Digital Strategist