The purpose of this assignment is to demonstrate how defining market segmentation using personas strengthens targeting within a digital marketing campaign. Using what you learned from

Audience Personas

AUDIENCE PROFILE

Instagram Demographic Analysis Followers of: @ nike

BASIC STATS

CITIES

Audience Profile for @nike @nike's followers are in their early thirties with above average income.The account has a notable audience concentration in New York.

Academically, @nike's audience contains a extremely high number of university graduates when compared to the Instagram average. Some of the most highly attended universities for this group include University of Oregon, University of Wisconsin System, University of Minnesota and University of Iowa.

Professionally, @nike's followers have a relatively high proportion working within the Industrial Metals & Mining, Veterinary, Religious Services and Biotechnology industries. Typically, they work as Product Manager/Directors, Business Development Specialists, Copywriters, Marketing Assistants and Project Managers. The account has an exceptionally high concentration of Analysts (within the top 10% of all Instagram accounts in this respect).

In their spare time they particularly enjoy political news, cars/driving, gaming, dating/romance and outdoor activities.

As consumers they are relatively affluent, with spending focused most strongly on technology, nightlife and travel. Their strongest brand affinities include Kuwait Airways, Jazeera Airways, Singapore Airlines, Travelocity and Onur Air.

BRANDS

MEDIA

60.9% are male

55.4% are single

8.0% are parents

30.2 yrs average age

$44.4k/yr. avg. income

São Paulo, Brazil (4.3%)

London (3.5%)

New York, NY (4.4%)

Los Angeles, CA (2.3%)

Rio de Janeiro (1.7%)

Chicago, IL (1.9%)

Mexico City (1.1%)

Dublin (0.9%)

(4.0x)Nike

(89x)Paddy Power

(26x)Starburst

(26x)BrandRepublic

(21x)Forrester

(7.7x)CrossFit

(>100x)Ad Age

(25x)TNW

(17x)Giga Om

(29x)Lifehacker

(6.3x)ESPN

(9.7x)Business Insider

(9.4x)The Economist

© 2021 Demographics Pro Inc. All Rights Reserved.Analysis updated: 20th August, 2021 page 1 of 62

AUDIENCE PROFILE

Instagram Demographic Analysis Followers of: @ nike

MUSIC

SPORT

Audience Profile for @nike The followers of @nike do not demostrate any significant preference for music over sports, or vice versa. Influencers followed by this audience come from a wide variety of categories, including authors, business leaders and designers.

Music taste @nike's followers demostrate an above average interst in music in general. They particularly enjoy the Dance music, Techno and Trance genres. This audience has a strong affinity with the solo artists Taylor Swift, Lata Mangeshkar, Rihanna and Abel Tesfaye. Among their favorite bands are Coldplay, Aer, Maroon 5 and The Rubberbandits.

Sports followed @nike's followers are quite keen on team sports. Specific team sports that stand out well above the Instagram average include rugby and cricket. Other than team sports, this audience also shows an exceptionally keen interest in golf and billiards/Pool. Teams that are particularly highly supported by this audience include Lions Rugby, Premiership Rugby, Louisville City FC, Arizona State Sun Devils football, St. Paul Saints and Chennai Super Kings.

Influencers and celebrities Other influencers with strong followings within this audience are Scott Jurek, Nat Ives and Fran Newman-Young.

CELEBRITIES

INFLUENCERS

(76x)Liam Gallagher

(46x)Kano

(37x)Two Door Cinema …

(17x)The Weeknd

(15x)Damo and Ivor

(9.4x)Paul van Dyk

(9.3x)The Courteeners

(15x)Munster Rugby

(6.3x)Texas Longhorns f…

(7.6x)Oregon Ducks bas…

(8.9x)FC Cincinnati

(1.1x)Denver Hockey

(1.3x)San Francisco Deltas

(>100x)Colin Cowherd

(83x)Stephen A. Smith

(5.9x)Shaq

(17x)Joey Essex

(14x)Alexandra Felstead

(28x)Matthew Centrowit…

(16x)Alex Bogusky

(22x)David Zinczenko

(22x)Matt Chan

(21x)Alan Ritchson

(26x)Rory Mckernan

(14x)Avinash Kaushik

(23x)Louie Vito

© 2021 Demographics Pro Inc. All Rights Reserved.Analysis updated: 20th August, 2021 page 2 of 62

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

BASIC DEMOGRAPHICS

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Gender Male 102,899,592 60.9% 42.2% 3.7% 95.0%

Gender Female 66,016,550 39.1% 57.8% 5.0% 96.3%

Family status Single 93,663,100 55.4% 49.6% 0.0% 100.0%

Family status Married 75,253,042 44.6% 50.0% 0.0% 100.0%

Family status Parents 13,560,437 8.0% 4.8% 0.0% 43.3%

Age Age 17 and under 4,487,810 2.7% 1.7% 0.0% 49.2%

Age Age 18 to 20 8,841,998 5.2% 6.1% 0.3% 69.6%

Age Age 21 to 24 18,378,834 10.9% 14.9% 1.7% 68.6%

Age Age 25 to 29 51,026,652 30.2% 29.0% 3.9% 60.9%

Age Age 30 to 34 49,205,567 29.1% 29.3% 1.4% 63.3%

Age Age 35 to 44 24,145,603 14.3% 9.2% 0.4% 52.1%

Age Age 45 to 54 5,449,893 3.2% 3.9% 0.2% 16.2%

Age Age 55 to 64 3,010,326 1.8% 2.5% 0.1% 6.2%

Age Age 65 and over 4,369,459 2.6% 3.5% 0.1% 10.7%

Race (US only) White/caucasian 59,005,179 75.3% 80.4% 0.0% 100.0%

Race (US only) Hispanic 10,466,573 13.4% 16.9% 0.0% 100.0%

Race (US only) African American 5,974,087 7.6% 1.6% 0.0% 100.0%

Race (US only) Asian 2,939,360 3.7% 1.1% 0.0% 100.0%

Native language English 135,084,527 80.0% 92.4% 1.3% 99.4%

Native language Spanish 12,758,462 7.6% 2.6% 0.0% 93.9%

Native language Portuguese 9,190,653 5.4% 1.3% 0.0% 96.4%

Native language Italian 3,036,670 1.8% 0.8% 0.0% 81.7%

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© 2021 Demographics Pro Inc. All Rights Reserved.Analysis updated: 20th August, 2021 page 3 of 62

1.4x

1.6x

1.6x

3.5x

2.9x 4.2x

2.3x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LANGUAGES

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Native language English 135,084,527 80.0% 92.4% 1.3% 99.4%

Native language Spanish 12,758,462 7.6% 2.6% 0.0% 93.9%

Native language Portuguese 9,190,653 5.4% 1.3% 0.0% 96.4%

Native language Italian 3,036,670 1.8% 0.8% 0.0% 81.7%

Native language French 1,409,882 0.8% 0.4% 0.0% 69.9%

Native language German 1,259,717 0.7% 0.6% 0.0% 62.3%

Native language Catalan 745,263 0.4% 0.5% 0.0% 6.2%

Native language Tagalog 723,017 0.4% 0.6% 0.0% 25.1%

Native language Indonesian 578,413 0.3% 0.2% 0.0% 75.6%

Native language Dutch 467,180 0.3% 0.1% 0.0% 14.8%

Native language Arabic 403,221 0.2% 0.1% 0.0% 91.5%

Native language Japanese 364,289 0.2% 0.0% 0.0% 51.1%

Native language Danish 364,289 0.2% 0.1% 0.0% 13.9%

Native language Chinese 311,453 0.2% 0.1% 0.0% 15.0%

Native language Polish 266,960 0.2% 0.1% 0.0% 33.0%

Native language Turkish 241,932 0.1% 0.1% 0.0% 1.5%

Native language Swedish 233,590 0.1% 0.0% 0.0% 12.0%

Native language Russian 214,124 0.1% 0.0% 0.0% 1.3%

Native language Korean 183,535 0.1% 0.0% 0.0% 2.3%

Native language Finnish 172,412 0.1% 0.1% 0.0% 2.0%

Native language Norwegian 172,412 0.1% 0.0% 0.0% 28.2%

Native language Thai 155,727 0.1% 0.0% 0.0% 81.7%

Native language Albanian 125,137 0.1% 0.1% 0.0% 1.5%

Native language Hebrew 100,110 0.1% 0.0% 0.0% 0.5%

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© 2021 Demographics Pro Inc. All Rights Reserved.Analysis updated: 20th August, 2021 page 4 of 62

2.9x 4.2x

2.3x 2.2x 1.2x

1.7x 3.1x 2.9x >100x 2.9x 2.3x 2.7x 2.5x >100x >100x >100x

>100x >100x

>100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION SUMMARY

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by country United States 78,385,200 46.4% 12.6% 0.2% 98.8%

Location: by country Brazil 16,768,518 9.9% 1.5% 0.0% 98.9%

Location: by country United Kingdom 15,992,974 9.5% 0.7% 0.0% 89.4%

Location: by country Italy 4,965,768 2.9% 0.3% 0.0% 95.8%

Location: by country Mexico 4,698,996 2.8% 0.4% 0.0% 87.1%

Location: by country Canada 4,685,657 2.8% 0.4% 0.0% 83.0%

Location: by US state California 11,388,084 14.5% 16.7% 0.0% 100.0%

Location: by US state Texas 6,665,714 8.5% 6.9% 0.0% 82.6%

Location: by US state New York State 6,400,314 8.2% 8.3% 0.0% 100.0%

Location: by US state Florida 3,713,410 4.7% 5.1% 0.0% 72.1%

Location: by US state Illinois 3,314,213 4.2% 2.6% 0.0% 57.3%

Location: by US state Ohio 3,143,129 4.0% 2.0% 0.0% 51.3%

Location: by city New York, NY 7,488,730 4.4% 0.8% 0.0% 52.6%

Location: by city São Paulo, Brazil 7,311,168 4.3% 0.5% 0.0% 83.1%

Location: by city London 5,912,153 3.5% 0.3% 0.0% 52.4%

Location: by city Los Angeles, CA 3,902,355 2.3% 0.3% 0.0% 26.9%

Location: by city Chicago, IL 3,232,477 1.9% 0.2% 0.0% 49.9%

Location: by city Rio de Janeiro 2,927,088 1.7% 0.2% 0.0% 69.4%

Location: by city Milan 2,057,944 1.2% 0.1% 0.0% 30.5%

Location: by city Portland, OR 1,936,958 1.1% 0.0% 0.0% 6.8%

Location: by city Mexico City 1,899,020 1.1% 0.1% 0.0% 44.5%

Location: by city Atlanta, GA 1,775,809 1.1% 0.1% 0.0% 42.2%

Location: by city Paris 1,716,868 1.0% 0.1% 0.0% 67.6%

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© 2021 Demographics Pro Inc. All Rights Reserved.Analysis updated: 20th August, 2021 page 5 of 62

6.8x 13x

9.3x 7.8x 6.9x

1.6x 2.0x

5.6x 7.9x

10x 7.8x 9.7x 9.8x 16x >100x 12x 7.9x 7.6x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY COUNTRY

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by country United States 78,385,200 46.4% 12.6% 0.2% 98.8%

Location: by country Brazil 16,768,518 9.9% 1.5% 0.0% 98.9%

Location: by country United Kingdom 15,992,974 9.5% 0.7% 0.0% 89.4%

Location: by country Italy 4,965,768 2.9% 0.3% 0.0% 95.8%

Location: by country Mexico 4,698,996 2.8% 0.4% 0.0% 87.1%

Location: by country Canada 4,685,657 2.8% 0.4% 0.0% 83.0%

Location: by country Australia 3,468,034 2.1% 0.2% 0.0% 86.0%

Location: by country Spain 2,339,970 1.4% 0.3% 0.0% 84.8%

Location: by country South Africa 2,307,577 1.4% 0.1% 0.0% 92.5%

Location: by country India 2,290,427 1.4% 0.1% 0.0% 8.1%

Location: by country Indonesia 2,158,947 1.3% 0.1% 0.0% 97.3%

Location: by country Colombia 2,115,120 1.3% 0.2% 0.0% 91.1%

Location: by country Venezuela 1,854,065 1.1% 0.1% 0.0% 90.6%

Location: by country Ireland 1,827,387 1.1% 0.1% 0.0% 25.4%

Location: by country Philippines 1,781,655 1.1% 0.1% 0.0% 91.7%

Location: by country France 1,716,868 1.0% 0.2% 0.0% 80.0%

Location: by country Argentina 1,413,891 0.8% 0.1% 0.0% 92.6%

Location: by country Chile 1,286,222 0.8% 0.1% 0.0% 91.7%

Location: by country Germany 1,210,001 0.7% 0.1% 0.0% 72.3%

Location: by country Egypt 943,229 0.6% 0.0% 0.0% 5.1%

Location: by country Netherlands 891,780 0.5% 0.1% 0.0% 25.3%

Location: by country Nigeria 781,260 0.5% 0.0% 0.0% 91.9%

Location: by country Peru 781,260 0.5% 0.1% 0.0% 72.8%

Location: by country Malaysia 775,544 0.5% 0.1% 0.0% 96.0%

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© 2021 Demographics Pro Inc. All Rights Reserved.Analysis updated: 20th August, 2021 page 6 of 62

6.8x 13x

9.3x 7.8x 6.9x

8.7x 4.9x 15x 16x 11x 7.6x 8.9x 21x 12x 4.9x 5.7x 5.9x 5.9x 17x 6.4x 13x 8.8x 7.1x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY COUNTRY (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by country Poland 752,678 0.4% 0.0% 0.0% 71.0%

Location: by country Denmark 607,859 0.4% 0.0% 0.0% 27.9%

Location: by country Portugal 541,166 0.3% 0.1% 0.0% 70.3%

Location: by country Japan 535,449 0.3% 0.0% 0.0% 62.5%

Location: by country Belgium 514,489 0.3% 0.0% 0.0% 5.2%

Location: by country Ecuador 443,985 0.3% 0.0% 0.0% 88.7%

Location: by country Russia 419,213 0.2% 0.0% 0.0% 1.7%

Location: by country New Zealand 415,402 0.2% 0.0% 0.0% 5.6%

Location: by country Singapore 403,969 0.2% 0.0% 0.0% 5.5%

Location: by country Dom. Republic 400,158 0.2% 0.0% 0.0% 81.9%

Location: by country Sweden 386,819 0.2% 0.0% 0.0% 18.9%

Location: by country Turkey 342,992 0.2% 0.0% 0.0% 1.9%

Location: by country Israel 339,181 0.2% 0.0% 0.0% 1.5%

Location: by country Norway 318,221 0.2% 0.0% 0.0% 57.4%

Location: by country UAE 308,693 0.2% 0.0% 0.0% 26.3%

Location: by country Thailand 297,260 0.2% 0.0% 0.0% 94.1%

Location: by country South Korea 270,583 0.2% 0.0% 0.0% 7.8%

Location: by country Greece 253,433 0.2% 0.0% 0.0% 1.2%

Location: by country Kenya 224,851 0.1% 0.0% 0.0% 80.0%

Location: by country Hong Kong (SAR) 224,851 0.1% 0.0% 0.0% 4.9%

Location: by country Finland 221,040 0.1% 0.0% 0.0% 4.0%

Location: by country Paraguay 219,134 0.1% 0.0% 0.0% 69.2%

Location: by country Ghana 215,323 0.1% 0.0% 0.0% 45.7%

Location: by country Lebanon 207,701 0.1% 0.0% 0.0% 1.2%

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© 2021 Demographics Pro Inc. All Rights Reserved.Analysis updated: 20th August, 2021 page 7 of 62

12x 67x

5.4x 7.5x 7.6x 7.0x

13x >100x >100x 5.2x 8.7x 8.8x 9.3x 8.7x 6.9x 6.1x >100x >100x >100x >100x >100x >100x >100x >100x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY US STATE

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by US state California 11,388,084 14.5% 16.7% 0.0% 100.0%

Location: by US state Texas 6,665,714 8.5% 6.9% 0.0% 82.6%

Location: by US state New York State 6,400,314 8.2% 8.3% 0.0% 100.0%

Location: by US state Florida 3,713,410 4.7% 5.1% 0.0% 72.1%

Location: by US state Illinois 3,314,213 4.2% 2.6% 0.0% 57.3%

Location: by US state Ohio 3,143,129 4.0% 2.0% 0.0% 51.3%

Location: by US state Pennsylvania 2,941,337 3.8% 3.0% 0.0% 65.0%

Location: by US state Georgia 2,559,687 3.3% 2.4% 0.0% 59.5%

Location: by US state Michigan 2,535,560 3.2% 1.6% 0.0% 46.1%

Location: by US state Oregon 2,081,528 2.7% 0.3% 0.0% 20.6%

Location: by US state Washington 1,897,283 2.4% 0.7% 0.0% 33.3%

Location: by US state North Carolina 1,888,509 2.4% 1.6% 0.0% 49.9%

Location: by US state Tennessee 1,864,382 2.4% 1.1% 0.0% 57.0%

Location: by US state Missouri 1,761,293 2.2% 1.0% 0.0% 40.0%

Location: by US state Minnesota 1,713,038 2.2% 0.5% 0.0% 33.3%

Location: by US state Colorado 1,686,718 2.2% 0.7% 0.0% 27.3%

Location: by US state Massachusetts 1,594,595 2.0% 1.3% 0.0% 50.0%

Location: by US state Wisconsin 1,590,208 2.0% 0.5% 0.0% 20.0%

Location: by US state Virginia 1,438,864 1.8% 1.2% 0.0% 50.0%

Location: by US state Arizona 1,331,388 1.7% 0.8% 0.0% 33.3%

Location: by US state New Jersey 1,252,426 1.6% 1.4% 0.0% 37.5%

Location: by US state Utah 1,234,879 1.6% 0.3% 0.0% 50.0%

Location: by US state Indiana 1,186,624 1.5% 0.7% 0.0% 25.0%

Location: by US state Kentucky 1,175,657 1.5% 0.6% 0.0% 50.0%

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© 2021 Demographics Pro Inc. All Rights Reserved.Analysis updated: 20th August, 2021 page 8 of 62

1.6x 2.0x

2.0x 9.2x

3.4x

2.2x 2.3x 4.5x 3.2x

4.2x

2.1x

4.9x 2.1x 2.3x

KEY: Multipliers indicate the percentage of people analyzed within a category is e.g. 2.4x greater than Instagram average. Medals/colors show relative concentration of the demographic (see right).

Within the top 10% of all Instagram accounts Within the top 20% of all Instagram accounts Within the top 30% of all Instagram accounts

HIGH – Top 30% of all Instagram accounts: AVG – Mid 40% of all Instagram accounts:

LOW – Bottom 30% of all Instagram accounts:

LOCATION BY US STATE (cont.)

Instagram Demographic Analysis Followers of: @ nike

Category Criteria Size Followers of nike Instagram distribution avg. from to

Location: by US state Alabama 1,118,629 1.4% 0.9% 0.0% 58.2%

Location: by US state South Carolina 1,026,507 1.3% 0.7% 0.0% 66.7%

Location: by US state Oklahoma 1,004,573 1.3% 0.4% 0.0% 25.0%

Location: by US state Iowa 890,516 1.1% 0.0% 0.0% 11.1%

Location: by US state Louisiana 824,715 1.1% 0.8% 0.0% 64.0%

Location: by US state Maryland 745,753 1.0% 0.6% 0.0% 24.2%

Location: by US state Kansas 690,918 0.9% 0.0% 0.0% 16.0%

Location: by US state Arkansas 625,116 0.8% 0.3% 0.0% 33.3%

Location: by US state DC 598,795 0.8% 0.0% 0.0% 14.3%

Location: by US state Connecticut 554,928 0.7% 0.4% 0.0% 16.7%

Location: by US state Mississippi 543,961 0.7% 0.1% 0.0% 53.2%

Location: by US state Nevada 541,768 0.7% 0.5% 0.0% 25.0%

Location: by US state Nebraska 522,027 0.7% 0.0% 0.0% 12.5%

Location: by US state West Virginia 359,716 0.5% 0.0% 0.0% 8.3%

Location: by US state Idaho 274,174 0.3% 0.0% 0.0% 25.0%

Location: by US state Maine 225,919 0.3% 0.0% 0.0% 12.5%

Location: by US state Hawaii 197,405 0.3% 0.0% 0.0% 29.4%

Location: by US state Rhode Island 188,632 0.2% 0.0% 0.0% 7.7%

Location: by US state New Mexico 186,438 0.2% 0.0% 0.0% 25.0%

Location: by US state Montana 182,052 0.2% 0.0% 0.0% 28.6%

Location: by US state New Hampshire 164,504 0.2% 0.0% 0.0% 11.1%

Location: by US state South Dakota 133,797 0.2% 0.0% 0.0% 5.6%

Location: by US state North Dakota 105,283 0.1% 0.0% 0.0% 4.2%

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