@comm’s tool for growth judgment · Brand strategy and integrated marketing · Founded in Shanghai in 1999About @comm ↗
Invest first in the audiences that matter most
A label tells you how a platform categorizes someone. Their situation tells you where they are stuck, what concerns them and how close they are to a decision. That is what we look for.
Opportunity
Prioritize people worth investing in over those who look easy to convert.
Rethinking the audience
From targeting labels and easy conversions to understanding situations and investing in the audiences that matter most.
Read the signals before choosing your audience
Read search, content, comments and transaction signals to understand people’s situations and where they are stuck. Before placing media, identify the audiences most worth investing in, including those missing from the original list.
Thermomix
The audience worth investing in was missing from the plan
The challenge
The client initially wanted to reach style-conscious mothers: the people who looked most like buyers and the default audience on the first page of industry reports.
The approach
We went back to real posts and comments to see who was discussing the machine and how they used it. We built content formulas around audience × need × context × buying point, compared reading, engagement, follow-up searches and conversion signals, and moved the budget toward more effective combinations.
What the test showed
Students studying abroad, absent from the original plan, proved the most efficient audience among all groups in this test. The work established a reusable content formula and a way to judge audiences, rather than relying on a single viral post.
Working output
Audience priorities and the reasons behind them: current situations, triggers, concerns, buying points and hypotheses to test.
These judgments are shaped around the project question. The execution scope and next step are then agreed together.
Continue with the work
Start with your growth challenge
Share the specific challenge you face. Together, we can assess whether @comm can help.
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