Primary Household Purchaser Brand Loyalist Purchase Planner
Demographic
• Skew Female
• 35+
• 17% more likely to enjoy buying for
others rather than themselves
• 25+
• 23% more likely to make
spontaneous purchase
decisions
• 25 - 54
• 17% more likely to be head of
household and primary
purchaser
Motivators
• Good deals
• Solving a need
• Brand Trust
• Quality
• Service
• Budget - friendly
• Information
• Routine
Creative
Reco
.
• Short Headlines
• Motivated by Discount/Benefit
Comms
• Product - in - Use drives higher
engagement
• Logo on Image
• Motivated by clear brand and
product messaging
• Simple product - only images
are most compelling
• Medium to Long Headlines
• Motivated by product benefit
comms
• Lifestyle image drives higher
engagement
There is no 'one size fits all' strategy when it comes to executing a native campaign. It is critical to understand your
target audience and the values/behaviors that drive them to purchase.
Best Practices By Persona
