How the OCEAN Approach Boosted Sales by 130% and Delivered a 562% ROI
The OCEAN approach is a groundbreaking method that uses the Big Five personality traits to tailor marketing efforts. By applying this strategy, one company—a major beauty retailer—achieved extraordinary results, increasing sales by 130% and generating a remarkable 562% return on investment. So, how did they do it?
The Power of Knowing Your Customer
A deep dive into the retailer’s data revealed an unexpected insight: their customers weren’t who they initially thought. To better understand their audience, the company turned to the OCEAN model, a scientifically validated framework developed at Cambridge University. The acronym OCEAN stands for the five core personality traits:
- Openness to Experience
Creative, curious, and open to new ideas. - Conscientiousness
Organized, detail-oriented, and dependable. - Extroversion
Outgoing, energetic, and social. - Agreeableness
Compassionate, cooperative, and value-driven. - Neuroticism
Emotionally sensitive, prone to anxiety, and responsive to stress.
How It Worked
- Creating Targeted Ads
The company crafted 20 unique advertisements, each designed to appeal to specific personality types within the OCEAN framework. For example:- Ads targeting extroverts featured vibrant, lively visuals and social experiences.
- Ads for conscientious consumers emphasized reliability, quality, and value for money.
- Those targeting high-openness individuals leaned into creativity and novelty.
- Personalized Messaging
The content of each ad spoke directly to the audience’s hopes, fears, values, and preferences, making the messages feel personal and relevant. - Data-Driven Insights
The campaign didn’t rely on guesswork. The retailer used data analytics to identify personality traits among their audience segments and tailor the ads accordingly.
Trump’s Campaign and the OCEAN Model
The success of the OCEAN approach isn’t limited to retail. It was famously utilized in Donald Trump’s 2016 presidential campaign, where the model was applied to analyze the personalities of every adult in the United States.
- Using OCEAN-based insights, the campaign deployed hyper-specific advertisements designed to resonate deeply with each individual’s psychological profile.
- By addressing personal hopes, fears, and values, these ads effectively mobilized voter engagement.
The Key Takeaway
The OCEAN approach demonstrates the power of psychological profiling in marketing. By understanding the nuances of customer personalities and tailoring messages accordingly, businesses can achieve astonishing results. Whether it’s increasing sales, maximizing ROI, or even influencing a national election, the OCEAN model proves that knowing your audience is the ultimate growth hack.
Source: www.getmemedia.com