Segmenting the Target Audience

The Challenge:

These clients wanted to know whether those who were exposed to their campaign (promoting healthy behaviors) actually did try or want to be healthier (in this case, healthier means more physical activity).

The Solution:

I took it one step further and compared whether they were saw the campaign to their interest in being more physically active across BMI classifications. I calculated BMI using the weight and height info provided in the data set. The result was a bar graph that segmented the participants into specific groups.

Now, we can tell whether those who did see the campaign and were morbidly obese were also interested in exercising more.


Is your social media campaign making a difference