DNA has completed a number of assignments with results that have driven both brand awareness and lead generation.

Three examples:

Corning, who used DNA to inform their communications plan for 'Gorilla Glass', and increased unaided awareness in millennials by 154% in six months by implementing the insights generated by the platform.

HP, who used DNA to inform a strategic plan for an integrated campaign for workstations (high-end PC's) that generated 11:1 return on investment through the generation of leads.

Working with a new charity to test our targeting capabilities we were able to outperform Twitter's native targeting capabilities by a factor of 3x.

There's enormous upside for the proposition, and the short-term roadmap includes a number of enhancements:

• Twitter certified partnership

• Integration into Twitter Ads API for analysis of custom audiences and trends

• Integration of new data sources and 3rd party datasets

• A licensed product that disrupts existing methodologies of media planning / buying and social listening / intelligence

In short, DNA pioneers a new model for the industry. The industry must adapt to the rapid adoption cycles of new technology. Education, proof of concepts and results are critical to overcoming inertia. Once acceptance has reached critical mass, the same technologies are seen as standards. It's our goal to take the industry to a de facto software standard for brand and communications planning. We believe that we can disrupt existing methodologies and create an industry-accepted model of brand and communication planning based on network science. There is potential to scale across the entire communications industry.

DNA has completed a number of assignments for clients such as Adidas, Budweiser, Nissan and HP. We can use our platform for a number of use cases – including Influencer identification & segmentation, audience analysis, category thematics, content & message development, media planning, social media strategy & community management, product & service development and competitive monitoring.

Three case studies highlight how DNA generated insights to solve business problems:

Adidas

Challenge

Adidas had built a community of 4m + fans connected to their official ball for the World Cup (@Brazuca). They wanted to understand the key tribes and influencers and how they intersected with their brand account (@AdidasFootball)

Insights

• Intersection and exception of the two key audiences

• Sponsorship and ambassador targets

• Understanding of key affinities and interests beyond football and the world cup

• Strategic paid media plan

• Influencer and community segmentation

• Understanding the difference between brand mentions and a brand community

Nissan

Challenge

To gain credibility in a category and subject where the client didn’t traditionally operate. Find the right business and consumer audience for a innovative message and product.

Insights

• Discovery of key target segment and community

• Classification of audience demographics and affinity

• Understanding of where the brand was positioned as an influencer

• Key topics and themes of communities

• Influencer identification and segmentation

• Media and channel planning

Budweiser

Challenge

Finding the most influential Points of Connection (POCs) within Chicago to inform a sales strategy.

Insights

• Social network influence maps to other measures of influence e.g. review / yelp scores

• Communities are geo-specific and lifestyle based

• Top influencers across different classifications of influence including events, media, institutions, bloggers and celebrities

• Audience demographics

• Social intelligence on key themes and topics