Using AI for Deeper Audience & Persona Creation
Going beyond Mosaic profiles and identifying new opportunities for content and ad messaging with Perplexity for CV Villas.
As part of our push to use AI to innovate, we built out CV Villas’ Mosaic audience segmentation, enriching the existing insights with credible, third-party data. We then distilled everything into three focused personas, which are now used to guide all marketing activity and ensure that decisions, creative and messaging are truly rooted in the target customer.
What we did
Persona Development
AI Builds
Content Planning
Ad messaging
The challenge
We started with less of a challenge, and more of an opportunity. As AI capabilities grew within the agency, we felt that there could be value in expanding our client’s existing audience work, which comprised Mosaic Profiles, using the additional research and storytelling capabilities of Perplexity (our favoured LLM for this kind of work).
Our approach
The impact
The impact is on-going; the client has a set of more valuable and more usable audience personas and both they and us now find it much easier to ensure that CV’s customers are truly at the heart of any planning we do. We also spotted niche content opportunities based on insights that were highlighted within the personas. These opportunities aligned with topics that were less important in traditional SEO keyword research, but hugely important to the people we were targeting and what they were looking for when researching villa holidays.
“Getting the prompts right is key to building effectiveness in the tool and crafting prompts is almost an art itself. Already, the creative images and words generated from Perplexity are outperforming normal benchmarks.”
