Case Study: Alma wins a nationwide wellness client with Resonate multicultural segmentation data

How a targeted multicultural strategy can give you a winning edge with clients

The customer, Alma, a multicultural advertising agency, faced the challenge of developing a highly targeted strategy for a nationwide wellness brand seeking to connect with diverse Hispanic audiences. They needed to move beyond their own proprietary segmentation model to access deeper, more granular data on cultural nuances. To do this, they partnered with the vendor, Resonate, and utilized its Ignite Platform to enrich their analysis.

Resonate's solution enabled Alma to import and enrich their proprietary Hispanic segment data with granular, culture-specific insights. This provided a holistic, values-driven view of the target "Preserver" audience in two key markets, revealing critical differences in their values, language preferences, and media consumption. Leveraging these Resonate-powered insights, Alma crafted a highly nuanced and resonant campaign strategy. The result was a successful pitch that won the wellness client by demonstrating a deep, respectful understanding of the audience.

Alma