How do you reach H.E.N.R.Y.?
Online SIM needed to reach High Earners, Not Rich Yet. A Nextatlas audience analysis reframed their targeting and lifted campaign click-through to 7.25%.
AUDIENCE ANALYSIS · FINANCEA healthy channel mix, a leaking funnel.
Online SIM ran across website, blog, social, Google Ads and radio — but the funnel was leaking. The team was optimising against last year's segments rather than the audiences that would actually respond.
Read who is really moving.
A Nextatlas target analysis read who was genuinely active around online investing, surfacing emerging audience segments the team had not been speaking to — including the elusive H.E.N.R.Y. profile.
The best audiences were unexpected.
Some of the most responsive segments were ones the team would never have prioritised. We reworked the social and digital strategy — including radio and Twitter campaigns — around them.
7.25% CTR, with peaks of 14%.
Campaign click-through reached 7.25% on average and peaked at 14% — well beyond the team's previous benchmarks, from the same budget pointed at sharper audiences.
Reach the audience that will actually respond.
See how an audience analysis could sharpen your next campaign.