Leveraging Audience Intelligence to introduce Wales to the world

Client: iCrossing UK, partner in the c/o Cymru Collective

Cymru Wales Nation Brand had a unique opportunity to raise the country’s profile to the world – as Wales men’s Football team made it to the FIFA World Cup for the first time in 64 years.

The aim? To create a robust strategy that would increase awareness of Wales across the world, build positive sentiment and a lasting legacy. This was particularly challenging, as, with limited paid media budget, we needed to intelligently target, reach, and engage with only the most relevant audience groups (those who would be susceptible to learning more about Wales) out of a potential global audience of billions. iCrossing’s Audience Intelligence team carried out robust research to better understand potential focus markets, audiences, channels, and messages. An optimised global campaign for Wales was then planned, which focused execution to six distinct audience identities, from channel targeting through to ad messaging and digital ecosystem plans and journey planning. This data and insight was also used to create strategies from in-channel targeting frameworks and segmentation, to perception and sentiment tracking and measurement. This ensured that the entire campaign, from creative ideation, to paid media execution, was rooted in audience behavioural, psychographic, and physical location data. The success of this insight-driven strategy meant a significant increase in Global Share of Voice for Wales (1% to 7%), a 40% increase in global mentions, as well as highest recorded traffic to date on Wales.com as a result of the campaign.