Júnior Siri worked as a data strategist for one of the largest advertising agencies in the world. In 2018, he was tasked with helping a client, Samsung, recover lost market share against Motorola with only R$1 million to invest. Siri worked with Facebook to create filters to identify people in Brazil who had phones over 18 months old, and used this data to identify 130 high potential areas to target. The campaign sold over 6 million phones, 4 times the original target, allowing Samsung to recover their market share position against Motorola. Since then, Siri has applied the audience targeting techniques developed for Samsung to other clients to improve their results.

1. Júnior Siri
How a Data Strategist took
one of the biggest advertising
agencies in the world out of
its confort zone

2. I translate data into
meaningful and
understandable
information to
improve results.
WHAT I DO

3. Ok Siri…
What do we mean by that?

4. A short
story will
help you to
understand.

5. In 2016, I left my city and moved to São Paulo
where I started working for big clients…

7. I worked for 3 years for those clients in one of the
biggest and rewarded marketing agencies in the world.
85 offices in more than 69
countries + 8 thousand employees

8. 2018 challenged the
team which I worked with
to recover its market
share. They were losing
ground to Motorola.

9. São Paulo Rio de Janeiro
They had
1 million reais* to
invest in a campaign.
*Brazilian currency

10. São Paulo Rio de Janeiro
A value that was
considered low for such
an “aggressive” objective.
The focus would be the
biggest markets in Brazil.
12,3 million people 6,7 million people

11. Based on research
I found out that
Brazilians used to
buy a new phone
every 18 months.
+18
MONTHS

12. zuck ...
I asked Facebook if would be possible to add a
filter on the Campaign Set Up Tool in order to find
out people who had phones over 18 months old.

13. zuck ...
I asked Facebook if would be possible to add a
filter on the Campaign Set Up Tool in order to find
out people who had phones over 18 months old.
It was possible...

14. Then, I found out
130 different
places which would
have had a bigger
potential for
selling phones.

15. COLD AUDIENCE
WARM AUDIENCE
HOT AUDIENCE
Those who have never engaged with your
product/business and/or don’t know you.
Those who have been using a Motorola
phone for over 18 months and those who
were interested in the brand Samsung.
Those who have bought your
product/business.
Types of audience in the Samsung case

16. Results
Sold over 6
million
phones.
4 times original
target.
Samsung recovered
market share.

17. Since then, I have been taking
to my clients the intelligence
developed for Samsung.

18. USE A MOBILE DEVICE

19. ENGAGED
SHOPPERS
FREQUENT
TRAVELLERS
AWAY FROM
FAMILY
RECENTLY
MOVED
FRIENDS OF
PEOPLE WITH
BIRTHDAYS IN A
MONTH
SEARCHES FOR
WHAT YOU SELL
NEWLYWED
SMALL BUSINESS
OWNERS
ENGAGED WITH
YOUR CONTENT
LANDED ON
SPECIFIC PAGES
ON YOUR
WEBSITE
USE A MOBILE DEVICE

20. There are an universe of
audience targeting possibilities.

21. Thanks
Júnior Siri
linkedin.com/in/juniorsiri/
juniorsiri87@gmail.com