Partner Case Study: 
Hungry Girl

2X Revenue In 1 Month

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The Challenge

Lifestyle brand Hungry Girl publishes magazines, books and a daily newsletter reaching over 1 million people.

Hungry Girl’s email advertising rate card — a major revenue stream — was based on survey data.  Survey respondents characterized themselves as mainly rural and older.

While this demographic is desirable, it did not command top advertising rates.

Marketing agency Juicy Orange provides strategic marketing to top brands, including General Mills and Hungry Girl.  Juicy Orange brought Social Signal to Hungry Girl’s CEO to see what deeper customer insights could do for their business.

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The Approach: 1 million consumers, 1 line of HTML

With 1 million emails going out daily and terrific open rates, Hungry Girl has an amazing “digital touchpoint” with their customers. The challenge Social Signal tackled was turning passive email opens into active customer insights.

Social Signal provisioned an email beacon — a single line of HTML code — which Hungry Girl added to their daily email template.

In less, Social Signal captured a deep profile of Hungry Girl’s customers.

While rural baby-boomers are certainly part of Hungry Girl’s avid audience, the Social Signal segmentation uncovered the shortcomings of surveys for consumer profiling. Boomers have time to answer surveys — busy working families don’t!

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Insights Change Revenue

Hungry Girl’s dynamo CEO, Lisa Lillien, didn’t create a national lifestyle brand by moving slow.  Within a month of engaging Social Signal, Lisa increased the Hungry Girl email-advertising rate card by nearly 2x!

Hungry Girl took the top-segments insights from Social Signal to heart, focusing their key customer-acquisition channels on their top (valuable!) segments.  Our collaborative work with them revealed that consumer segments plus a hard-won feel for what engages Hungry Girl customers works best.   

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How Hungry Are You?

Consumer brands thrive by knowing their customers. But antiquated methods like a single “customer avatar” don’t capture the variety of consumers on a global network.  Boomers may answer surveys, but that doesn’t mean all of your customers (or your best customers) are boomers!

Social Signal connects ecommerce brands to a nationwide AI model of consumers, derived from billions of digital signals.

You can learn more about your customers in a week than most brands know after years.

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