Background
A major entertainment conglomerate realized that its engagement strategies with the Brazilian LGBTQ+ community were not keeping pace with the market’s rapid growth and diversity.
Despite having a strong brand presence in the region, the company recognized a critical need to better understand how local cultural nuances, especially within LGBTQ+ audiences, affected content consumption and brand loyalty.
By collaborating with Parrot Analytics, the organization sought to uncover which brands, influencers, and titles had the highest synergy with LGBTQ+ viewers, with the ultimate objective of refining its marketing and content strategies in Brazil.
The insights gained from this effort would also serve as a roadmap for rolling out similar initiatives in other territories where LGBTQ+ engagement presented a substantial growth opportunity.
Challenge
The company faced multiple obstacles in addressing this key demographic:
Blind Spots in Audience Targeting: Existing data sources and traditional research methods weren’t revealing the deeper preferences, behaviors, or brand affinities within Brazil’s LGBTQ+ communities.
Fragmented Influencer Ecosystem: With new creators emerging regularly, it was difficult to determine which personalities reached relevant audience clusters most effectively.
Siloed Content Strategies: The company needed cohesive, data-driven insights to inform release schedules and promotional plans for LGBTQ+ programming across different platforms.
Without these insights, the organization risked deploying generic campaigns and mismatched content offerings - undermining potential audience loyalty and market share.
Solution
Parrot Analytics offered a multi-pronged, data-centric approach:
Entertainment Analytics for LGBTQ+ Programming
Drawing on billions of daily consumer interactions, Parrot Analytics' DEMAND360 Enterprise platform uncovered consistently above-average demand for LGBTQ+ titles, with a moderate spike from June to August, coinciding with Pride Month and heightened cultural engagement.
Brand and Talent Affinity Analysis
By examining social media engagement and broader audience signals, Parrot Analytics pinpointed brands, personalities, and on-screen talents that deeply resonated with LGBTQ+ viewers. This analysis not only highlighted cross-promotional prospects and partnership opportunities but also provided granular insights into brand affinities that the client’s sales team used to pitch projects to agencies.
Influencer Audience Segmentation and Customization
The Parrot team identified distinct clusters within each influencer’s following e.g., pop culture devotees, geek culture aficionados, etc. Moreover, by analyzing how each hired LGBTQ+ influencer connected with their diverse audience portfolio, Parrot Analytics enabled the customization of marketing content across linear networks, websites, and streaming platforms. This tailored approach ensured that programming and promotional initiatives, especially during Pride Month, were precisely aligned with the unique audience dynamics of each influencer.
Impact
Armed with comprehensive insights and expert guidance from Parrot Analytics, the conglomerate was able to:
Improve Campaign Targeting
Deploy focused marketing initiatives that spoke authentically to different LGBTQ+ audience segments, resulting in more impactful engagement.
Strengthen Talent Partnerships
Collaborate with influencers whose diverse audience clusters overlapped strongly with the company’s target market, driving higher conversion and increased brand visibility.
Enhance Pride Month Initiatives
Leverage customized influencer insights to fine-tune programming and marketing strategies during Pride Month, thereby maximizing reach and resonance across multiple platforms.
