The client, a leading financial services mobile application that facilitates sending and receiving money, had successfully leveraged music marketing to reach and saturate one loyal demographic. The team wanted to continue to leverage music in a culturally relevant way to connect with new demographic audiences, as well as expand their footprint to new markets. They approached Luminate to build a music partnership strategy that would allow them to continue leveraging entertainment to successfully market to new aggressive-growth targets.
First, Luminate validated the importance of music relative to other entertainment touchpoints (e.g., gaming, TV/film) for the new priority audiences to ensure the company’s strategic initiative was worth the investment. Next, Luminate conducted a deep dive into the audiences - Teens, Hispanic (not Caucasian/White) and Caucasian/White (non-Hispanic) - to uncover how they engage with music and how best to reach them. Luminate provided insights on which genres and subgenres were likely to make the most impact. Further, they provided intelligence on specific artists within those genres that were likely to have the most influence among the target demographics.
LUMINATE &
FINTECH MOBILE APP
Luminate partnered with a leading financial services mobile application to build out a music-centered strategy aimed at achieving two key objectives: 1) expanding its reach to new high-growth demographic audiences while maintaining strong engagement with its existing core audience, and 2) driving sustained growth in new markets. By leveraging Luminate’s consumption data, insights solutions and consulting expertise, the team provided actionable recommendations around genres, artists and podcasts to invest in or partner with to build out their new strategic initiative.
Challenge
Overview
Solution
Challenge
Challenge
OVERVIEW
Solution
RESULT
After implementing Luminate’s recommendations to reach their target audiences, the client’s mobile application:
Moved to Top 5 in the App Store
Enjoyed its largest weekend to date for new customer acquisition
Measured 28% lift in market share during key activation weekend
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