By Lautaro Rosales, Digital Innovation Director, AC&M Group
In today’s data-driven world, precision in marketing has become paramount, especially in healthcare. Reaching the right audience with the right message at the right time can mean the difference between awareness and inaction, particularly when addressing underserved communities.
AC&M Group, is a full-service marketing agency specializing in cultural marketing, shopper marketing, social media, soccer marketing, Hispanic marketing, multicultural marketing, and research & marketing insights. Guided by our philosophy of “Universal Ideas. Cultural Connections.™,” we connect brands with their consumers by leveraging cultural insights to create campaigns that resonate deeply and drive results efficiently.
In this blog, we’ll explore how AC&M Group leveraged Resonate’s privacy-safe insights to drive impactful, hyper-targeted campaigns that address the healthcare needs of underserved communities.
We’ll break down our approach into key sections:
- The Power of Privacy-Safe Insights: How actionable, privacy-compliant data empowers meaningful connections.
- Driving Impact Through Innovation: Real-world examples of how AC&M’s campaigns make a difference.
- Partnering Effectively: Best practices for collaborating with technology partners like Resonate.
- Emerging Opportunities: Trends shaping the future of digital marketing and data privacy.
- Scalability: Strategies for extending privacy-safe marketing across audiences and industries.
- Looking Ahead: The broader implications and future of privacy-safe campaigns.
Dive in as we showcase our commitment to innovation, cultural relevance, and impactful results in partnership with Resonate.
At AC&M, our mission is to create campaigns that make a difference. Resonate’s privacy-safe insights empower us to do just that, enabling hyper-targeted strategies that respect privacy while driving measurable impact. “This partnership is a game-changer in modern marketing, setting the standard for both precision and integrity.” — Lautaro Rosales, Digital Innovation Director at AC&M Group.
The Power of Privacy-Safe Insights
Underserved communities often face unique barriers to accessing healthcare, including language differences, cultural nuances, and systemic inequities. To effectively bridge these gaps, campaigns must not only resonate deeply but also uphold the highest standards of privacy and data security. Resonate’s advanced platform provides the tools we need to dive into actionable insights, ensuring that messaging is both precise and privacy-compliant.
Resonate’s AI-driven data enables us to create detailed audience profiles that go beyond basic demographics. By understanding the values, motivations, and behaviors of our target audiences, we’re able to craft campaigns that are not only culturally relevant but also highly targeted. This level of hyper-targeting ensures that our messaging reaches those who need it most while maintaining their trust through robust privacy safeguards.
For a campaign targeting Hispanic women in rural communities who face barriers to accessing healthcare resources, AC&M Group used Resonate’s privacy-safe insights to identify a key audience segment: mothers with children under five years old, concerned about respiratory health.
Resonate’s data unveiled crucial insights about this target audience, showing their primary motivations centered on family health, frequent mobile device usage behaviors, and barriers such as language and trust in healthcare systems. Leveraging this information, the campaign utilized social media platforms like Facebook and Instagram, along with programmatic ads targeted to specific geographic regions. This strategic approach yielded impressive results, with the campaign achieving a 32% increase in click-through rates (CTR) compared to industry benchmarks.
Campaigns using Resonate insights showed a 15% higher engagement rate compared to non-targeted campaigns.
Partnering Effectively: Maximizing Collaboration for Success
Effective partnerships between agencies and technology providers hinge on clear communication, aligned goals, and a shared vision for success. At AC&M Group, we’ve embraced a collaborative approach with Resonate, utilizing their platform as a full-cycle solution to power our campaigns. This partnership enables us to seamlessly integrate Resonate’s advanced insights into every phase of our process—from audience creation to activation—maximizing impact at every step.
Our strategy teams work hand-in-hand with Resonate to leverage the platform’s capabilities fully. Together, we identify and build precise audiences, uncover meaningful insights, and activate campaigns across social media and programmatic platforms. This holistic approach ensures that every piece of data informs strategic decisions, every insight fuels creativity, and every activation drives measurable results.
Here’s how we collaborate for success:
- Audience Creation: Using the Resonate Ignite platform, we develop hyper-targeted audience profiles that combine demographic, psychographic, and behavioral data. These insights ensure that our campaigns are grounded in an in-depth understanding of our target communities.
- Insight Development: Our analytics and strategy teams delve into the motivations and values revealed by Resonate’s insights, shaping messaging and creative approaches that resonate deeply with underserved populations.
- Cross-Functional Execution: By engaging Resonate early in the process, our teams align on goals and strategies, allowing for a seamless transition from data analysis to creative execution.
- Activation and Optimization: Resonate’s integration into social and programmatic platforms ensures that we reach the right audiences with precision. Regular performance reviews and feedback loops enable us to refine campaigns in real-time, maximizing ROI.
This collaborative model not only amplifies the effectiveness of our campaigns but also provides actionable lessons for other agencies looking to elevate their strategies. By fostering open communication, leveraging diverse team expertise, and fully integrating Resonate into our workflow, we’ve unlocked the potential to drive impactful, privacy-safe campaigns that truly make a difference.
Looking Ahead: The Future of Privacy-Safe Marketing
Privacy-safe, hyper-targeted campaigns are the future of marketing. For public health organizations, non-profits, and advocacy groups, these strategies represent a bridge to better health outcomes and greater community impact. At AC&M, we’re proud to lead this charge, leveraging innovation and cultural connections to empower our partners and inspire meaningful change.
- Contextual Targeting: With the decline of third-party cookies, Resonate’s contextual insights are becoming increasingly valuable for precision marketing.
- AI in Marketing: Predicting audience behaviors and optimizing in real-time through machine learning continues to enhance the impact of our campaigns.
We look forward to continuing our partnership with Resonate to create campaigns that not only reach audiences but also make a lasting difference.
