The Ask: Mountain Dew asked us to help them better understand their various audiences and the opportunity target audiences.

This document outlines my approach to audience segmenting and targeting.

The first step was to capture every online news article from the top 100 media outlets covering a CSD brand over the past two years, resulting in a dataset of roughly 5K to 15K unique articles. By analyzing these articles with AI-driven tools and media strategist reviews, I inferred which story trends generated the most engagement, measured by social shares, comments, and likes. This approach went beyond merely counting impressions based on the outlets we got into, focusing instead on understanding the types of content that engaged consumers the most and measuring a more direct impact.

Using social/web monitoring tools and Acxiom’s datasets, I was able to create 3 audiences to help Mountain Dew better understand who these people are beyond their basic demographics:

KST 1: Heavy/Medium Dew Drinkers

KST 2: Gen Z / Young Millennial CSD Drinkers

KST3: Zero CSD Drinkers

Please see download below to look for yourself!