Meaningfully connect with the fans
Working with both the Twitter Ads API and their suite of Gnip enterprise data products, Audiense combined complex audience profiling with end-to-end organic and paid campaign execution. Universal Music Group applied insights from their segments for relevant campaigns. All artist campaigns were also supported by a set of Audiense workflows that focused on saving time in execution and analysis.
The detailed enrichments in the Audiense platform allowed Universal Music Group to execute campaigns while maintaining a strong level of personalisation that kept the fans at the heart of each artist’s communication. By identifying and understanding its artist’s audience, Universal Music Group was able to focus on optimising ongoing campaigns to the right audiences using the right messages.