Cantu Audience Intelligence Campaign

Opportunity

Cantu was looking to grow brand awareness in the UK while also driving meaningful traffic to both its own site and key retail partner, LookFantastic.

The challenge was twofold:

• Reach new and relevant audiences in an authentic way.
• Understand which audience segments respond best to different messaging and creative

This required a solution that went beyond standard media buying, bringing together data, insight and execution.

Approach

Through the Getmemedia Briefing Service, we worked with Cantu to refine a clear brief focused on awareness, engagement and traffic-driving objectives.

We then:

• Identified and engaged relevant media partners with strong audience intelligence capabilities.
• Introduced Cantu to Fifty, whose proposition centred on “tribe-based” audience targeting.
• Supported early-stage collaboration to align on strategy, audience segmentation and campaign structure.

Fifty developed a campaign built around distinct audience tribes (e.g. Curly Hair Community, Style & Beauty Aficionados, UK Contemporary Culture), allowing for tailored creative and messaging to resonate more effectively with each group.

Outcome

The campaign delivered strong performance across both awareness and traffic metrics, demonstrating the value of pairing the right partner with a clearly defined brief.

• 9.7M+ impressions generated across the campaign.
• 7M+ video plays, supporting strong engagement.
• High-performing audience segments identified.

Beyond performance, the campaign provided valuable audience insight, helping Cantu understand which segments drive both awareness and conversion, informing future media strategy.