Case Study:
Data Meets Inclusion: Growing Audiences Through Cultural Insight
The Dr. Seuss Strategy You Didn’t Expect
Shortly after joining Penguin Random House (PRH), I spotted an unexpected trend in our advertising data: first-party audiences interested in Hispanic and Latino content consistently outperformed every other segment in Dr. Seuss campaigns, even when the books promoted weren’t culturally specific.
This insight wasn’t part of my official scope, but it revealed a clear opportunity: what if we combined high-performing audience data with a culturally inclusive product focus?
My Role:
Identified untapped opportunity by analyzing historical campaign performance and first-party audience insights.
Pitched a new advertising strategy focused on promoting Dr. Seuss’ Spanish and bilingual titles directly to this engaged audience segment.
Provided full performance analysis with top-performing titles and audience behavior trends.
Partnered with the team to launch and monitor the campaign, ensuring creative and targeting aligned with both audience interest and cultural relevance.
Impact:
Marked a new direction for how PRH approached culturally inclusive campaigns and audience targeting.
Demonstrated that data-led inclusion can unlock new revenue streams and deepen audience engagement.
Created a repeatable campaign framework for leveraging cultural insights in performance marketing strategies.
