AcrobatAnt, a full-service advertising agency, has signed a licensing agreement with Zenzi, a Dallas-based values-marketing research platform.
The foundation of Zenzi’s approach is ValueBase®, a sentiment-analysis tool developed by the agency that extracts psychological markers from online data with 95% accuracy. This tool is used to identify trends and examine behaviors to provide powerful consumer insights based on what consumers value. These insights help marketers create the best brand communications to motivate consumers, ultimately creating greater ROI.
“Research shows that people want to do business with companies that align with their values,” says Angela Harless, CEO of AcrobatAnt. “Having a clear understanding of the company’s brand, products, services and values, as well as the values of potential consumers, is critical to developing campaigns that are authentic and relevant, with messaging that resonates with consumers.”
Zenzi leverages the database of insights, based on responses from more than 500,000 consumers. This data, along with custom questions that brands seek to have answered, are analyzed by professors of psychology to develop a robust view of consumer and company values. As part of the licensing agreement, AcrobatAnt will be able to utilize the ValueBase tool with support of the Zenzi team, as well as leverage existing and initiate new primary and custom research beyond “values.”
“The partnership with Zenzi will provide clients and the agency a meaningful point of difference,” says Steve McGehee, president of AcrobatAnt. “It’s a game-changer from strategies based on demographics alone, and will improve campaign effectiveness.”
AcrobatAnt is one of the few agencies in the U.S. to license the ValueBase platform. Zenzi’s client experience includes Aptera Motors, Stay Gold, Martha Stewart, Nestle, Ultra Oil, Crystal Geyser Water and New Leaf Biofuel.
Start exploring your own values by taking a short values survey at zenzi.com. Then let’s chat about how AcrobatAnt uses the Zenzi ValueBase platform to align your brand experience with the values of your consumers. Contact Steve McGehee at [email protected] or 918-938-7907.