Texture Signal
Texture Signal is a tool which cognitively profiles and reaches hard to find target audiences who exhibit recurring behaviours on any social media platform.
This unique technology has been used to profound effect on many campaigns. From targeting people showing signs of mental health distress, to identifying those susceptible to tax avoidance. Either a personality trait or a cognitive state can be targeted. This enables precise targeting based on specific behaviour or emotion.
Texture Signal can now be used in conjunction with Texture Generate, for creating and serving messaging matched to a specific audience, for a specific outcome.
Case study: Every Mind Matters
Context
With the UK in the midst of a mental health crisis, a campaign was needed to improve the nation’s mental health.
Brief
Target younger adults, multicultural communities, and those experiencing poverty.
The goal was to equip people to take action and direct them to the Every Mind Matters (EMM) support hub.
This meant intervening when people were showing signs of mental distress.
Approach
– We identified linguistic signals of mental distress on social media.
– Analysed 50 million tweets to assess language patterns.
– Conducted psychometric testing on a panel of users.
– Scaled this seed audience with lookalike targeting.
Users on social media who met the profile were directed to EMM resources.
Impact
7.8 million impressions.
938k unique users.
25% higher CTR compared to standard targeting.
22% lower CPC compared to the rest of the campaign.
3.2m actions taken.
4/5 Positive actions reported.
Target exceeded by 59%.
4 in 5 adults reported continued positive action five months after engagement.
