First we read that men are making gains in traditionally-female gender activities like grocery shopping. They’re called, “Manfluencers”. Funny label; important subject for marketers.
And now we see that Brands are again figuring out that women play a very large role in purchasing decisions. This is not really news, but rather where women are making gains is pretty interesting.
On a mission to find something surprising, we built some female Personas in the traditionally “manly” Brands loaded in the Mattr app. FYI, Mattr does this using 100% public Twitter data, which means no surveys or focus groups and their attendant biases.
Unsurprisingly, all of these female Personas were segmented into the “Daring” Brand Personality.
Three Brands Women are Excited About
3. @NFL: 30%
What this means: 30% of the people who engaged with @NFL during the month were women, with 60% having the Daring Brand Personality, 55% are 18-24 years old, 56% are parents, and 91% tweeted from the U.S.
@NFL Media Benchmark
What this means: This “Benchmark Alert” means that 26% of the Female Persona for @NFL follows Adam Schefter, which is significantly more that the general populace of Twitter.
Kind of the Go-to-Hell-Justin Bieber metric.
2. @Jeep: 35%
@Jeep Media Benchmark
*Note that @FastCompany was ranked #13 in popularity among this Persona but it’s the top-ranked Benchmarked interest for Media. This infers that it could be a highly-leverageable media buy for @Jeep.
1. @Redbull: 43%
@Redbull Media Benchmark
Whether you choose Manfluencers or these Female Personas, if you target Personas that are trending up in surprising Brands you might find your marketing efforts rewarded.
About Mattr
Segment your audience in hours — not weeks or months — all without asking questions. Craft campaigns and products that appeal to their personalities and unique interests.