Crafting Persona Based Campaigns Using Brand Adjacency Data | Blog

Let’s play a game.

Imagine you’re launching a new product. You could run targeted ads, partner with an influencer, or build a killer creative campaign. But here’s the real question:

💡 If your ideal customer was filling a shopping cart, what other brands would already be in it?

That’s the key to persona-based marketing.

The smartest brands—Ssense, Glossier, Aime Leon Dore, CB2—don’t just push products. They understand their customers' entire world and align themselves with it.

It’s not just what their customers buy—it’s who they are when they buy it.

What is Persona-Based Marketing?

Traditional marketing tries to target customers based on broad demographic data. Persona-based marketing goes deeper. It’s about aligning with the cultural, aesthetic, and lifestyle signals that define your audience.

Instead of guessing what your customers might like, you look at the brands they already trust and create marketing that naturally fits within that world.

Example:

A fitness brand using persona marketing doesn’t just say, “We target active women.”
Instead, they say, “Our ideal customer wears Alo Yoga, drinks Oatly lattes, and listens to Huberman Lab podcasts.”

By understanding brand adjacency, they can show up in the places that feel most natural to their customers.

How the Best Brands Are Already Doing This

🔹 Ssense: Pairs adjacent brands like Margiela, New Balance, and Comme des Garçons in editorial-style collections that reinforce the aesthetic and identity of their customers.

🔹 Glossier: Partners with influencers who naturally feature Outdoor Voices, Parade, and Supergoop—making it clear they belong in the same world.

🔹 Aime Leon Dore: Carefully selects brand collabs (New Balance, Porsche, Woolrich) that reinforce its cultural credibility and streetwear authenticity.

🔹 CB2: Designs aspirational home setups featuring Sonos speakers, Le Labo candles, and Blue Bottle Coffee, helping customers visualize a complete lifestyle.

These brands don’t just sell products—they curate an entire world around them.

How to Use Brand Adjacency Data to Build Persona-Based Campaigns

If you want your marketing to feel effortless and deeply resonant, here’s how to start:

✅ 1. Find Your Brand’s Natural Adjacencies

What other brands do your customers already love?
What products naturally pair with yours?

(Hint: This is where brand adjacency data comes in. Instead of guessing, you can see actual patterns in what brands your audience follows, engages with, and purchases.)

✅ 2. Design Campaigns That Reflect Your Customers’ Worlds

Instead of standalone product shots, show how your product lives alongside brands your customers already trust.
Instead of random influencer partnerships, work with creators whose brand choices align authentically with your audience.

✅ 3. Build Cross-Brand Storytelling

Create campaigns featuring complementary products that tell a bigger lifestyle story.
Leverage co-branded content, collaborations, and crossover marketing to reinforce alignment.

The Future of Marketing is Effortless Alignment

Persona-based marketing is what happens when your brand stops feeling like an advertisement and starts feeling like a natural part of your customers’ world.

Want to know which brands your customers naturally align with?
📩 Let’s chat—I’ll show you exactly where you fit.