Real groups of people who share and connect over values, beliefs, and behaviours. They have significant cultural impact, are highly valuable and help brands drive high engagement at scale. They should:

• Inform BrandVerse & World Building Platform
• Inform brand voice & persona
• Identify partnership and collaboration opportunities
• Inform brand passion points & relevant cultural spaces to show up in

A social-first insight is a cultural or consumer observation drawn from social media behaviour, trends and conversations. It should be used to:

• Understand what people are already talking about
• Understand what people are re-sharing or reacting to
• Ensure ideas feel timely and relevant
• Connect us to current conversation

Cohorts serve as a creative spark to tap into the community at a deeper level. They should have a clear functional / emotional / cultural tension which can be solved by the brand. The strategy should:

• Provide deep insights & creative springboard for Star Stories & activations as well as always-on social & earned content
• Identify partnership and collaboration opportunities
• Inform channel strategy
• Inform influencer selection
• Not be used as media targeting

For each cohort, we develop message pillars & core themes. These are supported by:

• Functional claims (product truths, benefits)
• Emotional benefits (how it makes the user feel)
• Cultural resonance (how it connects with what’s happening in the world)

This should be used to:

• Develop a message matrix
• Match messages to cohorts
• Match messages to particular channels