Building better customer personas that actually work for your marketing

1. Start with the right data (because guessing isn’t a strategy)

The biggest mistake most marketers make? Creating personas based on assumptions. You think you know your customers, but the reality is often more surprising—and more valuable—than you expect.

That’s why real personas start with real data. At Dilate, we gather insights from every corner:

• Customer/client interviews: Nothing beats hearing directly from the source. What motivates them? What frustrates them? What do they wish existed but can’t find?
• Analytics and surveys: Your website, social media, and CRM are goldmines of information about what your audience values and how they behave.
• Competitor analysis: What’s working (or not working) for your competitors? This helps you spot gaps and opportunities.
• Social listening: Forums, comments, and reviews often reveal unfiltered truths about your customers’ needs and pain points.
• Third-party market research: Industry reports and consumer trend data give a high-level view of shifting behaviours, emerging demands, and new opportunities—ensuring your strategy is backed by more than just gut feel.

Case Study: Crocs x Shrek – Turning data into viral gold

Let’s talk about Crocs. For years, the brand was dismissed as clunky and unfashionable. But through sharp data analysis and a finger on the pulse of pop culture, Crocs has completely redefined its image, leaning into bold collaborations that resonate deeply with niche audiences.

Take the Shrek Crocs collaboration in late 2023. On the surface, it’s easy to wonder: Why Shrek? 

But when you dig into the data, the logic becomes crystal clear:

• Customer listening: Social media platforms have been awash with Shrek memes for years, creating a cult-like following among Millennials and Gen Z. Crocs tapped into this nostalgic, internet-driven trend, knowing it would ignite interest and conversation.
• Analytics-driven personas: Crocs identified their sweet spot: younger audiences who value self-expression, nostalgia, and irony. Data from TikTok and Instagram showed these consumers were more likely to engage with bold, unconventional designs—and share them widely.
• Competitor insights: While competitors like Birkenstock and Hoka focused on performance and minimalism, Crocs leaned into being unapologetically quirky and fun. This differentiation allowed them to dominate a unique slice of the market.

The result? A viral frenzy. The limited-edition Shrek Crocs sold out almost instantly, with resale prices skyrocketing. TikTok videos of people wearing the shoes racked up millions of views, turning what could have been a gimmick into a masterclass in persona-driven marketing.

We’re not saying every brand should collaborate with an ogre (unless it makes sense!). But this example proves a critical point: when you know your audience—what they value, what excites them, and how they engage—you can craft campaigns that don’t just sell but resonate.

Real data doesn’t just inform decisions; it creates opportunities to innovate, delight, and connect on a deeper level. That’s why we always start here.

2. Scratch the surface? No. Dig deep.

Most personas are all fluff and no substance. Age, job title, and income are great starting points, but they don’t tell you why someone would—or wouldn’t—choose your brand.

Here’s where we go deeper:

• Psychographics: What drives your audience? Are they chasing convenience, status, or security?

How to find out: Conduct surveys or interviews asking what motivates their choices. Look for patterns in reviews or social media comments.

• Pain points: What keeps them up at night? What problem are they desperate to solve?

How to find out: Dive into forums, comments, or support tickets to see what questions they’re asking.

• Decision barriers: Why might they hesitate to buy from you?

How to find out: Run customer feedback sessions or track abandoned cart data to uncover common objections.

• Content preferences: Are they bingeing videos, reading in-depth guides, or scrolling Instagram for inspiration?

How to find out: Use analytics tools to track what’s performing best across platforms.

• Emotional triggers: What makes them feel something—whether it’s trust, excitement, or relief?

How to find out: Test different messaging styles in your campaigns and measure the response.

Let’s get one thing straight: understanding your audience’s why is infinitely more valuable than just knowing their what. The more you understand their mindset, the better you can meet their needs.

Case Study: Taylor Swift x American Express – Unlocking VIP access for fans and parents

Taylor Swift’s Eras Tour has been a cultural phenomenon, drawing fans of all ages. But one brand nailed the opportunity to resonate with a specific demographic: American Express. By crafting a campaign that dug deeper into the motivations of older Swifties (fans 45+), AmEx proved they weren’t just sponsoring—they were delivering on their audience’s deeper desires.

Here’s how they captured the hearts (and wallets) of this audience:

• Psychographics: American Express understood this audience wasn’t just “fans”—many were parents of die-hard Swifties. They weren’t just motivated by their own nostalgia for Taylor’s early music but also by the chance to make memories with their kids, sharing in an experience that mattered deeply to them. Exclusivity and family bonding were key drivers.
• Pain points: For parents, the ticket-buying process was overwhelming and stressful. Between navigating chaotic online queues and managing high costs, they needed a solution that simplified the process. AmEx solved this by offering pre-sale opportunities exclusively to cardholders, giving parents a way to secure tickets without the hassle.
• Decision barriers: Convincing a 45-year-old to sign up for a credit card isn’t always easy—financial scepticism is common in this age group. However, AmEx positioned the card as more than a financial tool. It was a VIP pass to unforgettable family moments, reframing the decision as an investment in their kids’ happiness and once-in-a-lifetime experiences.
• Content preferences: Instead of focusing on TikTok or Instagram, AmEx leaned into platforms like Facebook and email, where this demographic engages most. Their messaging was clear and practical, reflecting the straightforward communication style that resonates with parents managing busy schedules.
• Emotional triggers: For these parents, this wasn’t just a concert—it was a chance to be the hero for their kids, to relive the magic of their own youthful fandom, and to create memories that would last forever. AmEx tapped into these emotions, framing their pre-sale access as the key to making it all happen.

The result? AmEx card applications surged among older Swifties and parents, and their exclusive pre-sale events created a massive buzz online. Parents didn’t just feel like they bought tickets—they felt like they unlocked an incredible moment for their family.

3. Put those personas to work

A great persona isn’t just a profile—it’s a roadmap. To make it truly actionable, you need to connect it to your customer journey.

• Awareness stage: This is where your audience first encounters your brand. What questions are they asking? What content grabs their attention?
• Consideration stage: Now they’re comparing options. What objections might they have? What content reassures them that you’re the right choice?
• Decision stage: What’s the final push they need to commit? A discount? A testimonial? A guarantee?

Case Study: Nike – Aligning personas with the customer journey through inclusivity

Nike has always been a global powerhouse, but their campaigns don’t just sell sneakers—they sell empowerment, inclusivity, and identity. Their recent “You Can’t Stop Us” campaign is a perfect example of how Nike uses personas to map out the customer journey and deliver resonant, impactful messaging at every stage.

Here’s how Nike aligned their personas to their customer journey:

1. Awareness stage: Grabbing attention with shared identity

At the top of the funnel, Nike knew their personas—athletes and aspirational athletes of all backgrounds—shared a desire to overcome challenges and connect with others through sport. To grab their attention, Nike leaned into inclusivity, resilience, and human connection.

• Emotionally charged content: The campaign’s centrepiece was a powerful split-screen video showing athletes of different sports, abilities, and backgrounds overcoming challenges. It wasn’t just about sports—it was about perseverance in the face of adversity.
• Global reach: The campaign debuted on YouTube, Instagram, and TV, ensuring Nike met their personas on the platforms they frequent most.
• Topical relevance: Released during a time of global uncertainty, the campaign reinforced a message of unity and strength, resonating with audiences who were seeking inspiration.

By positioning their brand as a champion of resilience, Nike didn’t just grab attention—they earned trust and admiration.

2. Consideration Stage: Building Confidence and Addressing Objections

Once their personas were engaged, Nike focused on deepening the connection and addressing key consideration-stage questions: “Is Nike the right brand for me? Do they represent who I am and what I stand for?”

Here’s how they turned engagement into consideration:

• Diverse representation: Nike featured athletes of all genders, abilities, and cultural backgrounds, ensuring every persona felt seen and included. This wasn’t just about selling—it was about showing that Nike stands with their audience.
• Product storytelling: Social posts and ads highlighted the durability, performance, and design of their gear, reassuring buyers that Nike products could match their drive.
• Sustainability initiatives: For eco-conscious personas, Nike showcased their Move to Zero initiative, reinforcing their commitment to reducing their environmental impact.

Nike wasn’t just selling shoes—they were selling belonging, confidence, and alignment with values.

3. Decision Stage: Empowering Personas to Take Action

At the final stage, Nike made it easy for their personas to take action. For their audience, making a purchase wasn’t just about acquiring gear—it was about joining a movement.

• Seamless digital experiences: Nike’s website and app featured tailored recommendations, making it easy for personas to find products that matched their needs.
• Community programs: Initiatives like Nike Running Clubs and athlete training programs turned the act of buying into the start of a journey, deepening their connection with the brand.
• Social proof: User-generated content, testimonials, and high-profile athlete endorsements reinforced trust and drove conversions.

The result? Nike’s personas didn’t just buy—they became brand advocates. The “You Can’t Stop Us” campaign drove millions of views, increased engagement across platforms, and boosted sales, all while strengthening Nike’s reputation as a champion of inclusivity and resilience.

When you align personas with every stage of the customer journey, you’re not just selling—you’re building relationships. Nike’s campaign worked because it resonated with their audience’s deeper motivations, from their desire to overcome challenges to their need for representation and belonging.

4. Don’t skip the feely stuff

Logic makes people think, but emotion makes them act. If your personas don’t connect with the emotional side of decision-making, you’re leaving money on the table. As Simon Sinek highlights, the limbic brain—the part that governs emotions—is also responsible for decision-making. That means when you tap into emotion, you’re speaking directly to the system that drives action. It’s not just smart marketing—it’s how you get results.

Think about it:

• A fitness app doesn’t just sell workouts—it sells confidence, energy, and self-belief.
• A travel agency doesn’t just sell flights—it sells adventure, connection, and freedom.
• Your brand? It’s not just about products or services—it’s about how you make people feel.

When you understand your audience’s hopes, fears, and aspirations, you can craft messages that hit them right where it matters most.

Case Study: Vegemite – Nostalgia, belonging, and modern Aussie pride

Vegemite has been a staple in Australian households for nearly a century, but staying relevant in a fast-changing world isn’t easy for legacy brands. In 2023, Vegemite launched a campaign celebrating its 100-year anniversary, tapping into emotional storytelling to connect with Australians across generations.

Here’s how Vegemite used emotion to transform a simple spread into a symbol of belonging and pride:

1. Connecting to the past

For many Australians, Vegemite is more than a product—it’s a memory. Childhood breakfasts, school lunches, and homesick cravings abroad. Vegemite leaned into this nostalgia, reminding their personas of the comforting familiarity the brand has always represented.

• The campaign: The “Tastes Like Home” ad campaign celebrated Vegemite’s 100-year milestone by weaving together archival footage, family moments, and stories of Australians overseas who pack a jar to feel closer to home.
• The emotion: The ad tapped into shared memories, creating a powerful emotional pull for both older generations who grew up with Vegemite and younger audiences who associate it with family traditions.

2. Bridging generations

Vegemite knew they needed to appeal to younger Australians to remain culturally relevant, without alienating their loyal, older fan base. They reframed the spread as a timeless tradition that connects generations.

• Content focus: They showcased families sharing Vegemite moments—kids spreading it for the first time, grandparents teaching the perfect butter-to-Vegemite ratio—positioning the product as part of an ongoing Aussie legacy.
• Community involvement: Vegemite invited Australians to share their personal “Vegemite memories” on social media, turning the campaign into a celebration of family and national pride.

This approach made Vegemite more than just a jar of spread—it became a unifying thread that tied generations together.

3. A symbol of Aussie identity

Vegemite understood that their audience didn’t just see the product as food—it was a marker of identity, especially for Australians living abroad. To bring this to life, they focused on the concept of “home.”

• Limited-edition jars: They introduced packaging featuring the slogan “Proudly Made in Australia Since 1923,” reinforcing their deep connection to the nation.
• Emotional messaging: Ads and social content positioned Vegemite as a small but meaningful reminder of where you come from—a taste of home, no matter where you are.
• Global recognition: To connect with Aussies living overseas, Vegemite partnered with expat communities, sending jars to Australians in London, New York, and beyond as a token of belonging.

The result? Vegemite didn’t just celebrate a milestone—they reignited their cultural relevance. Social media flooded with Australians sharing their favourite Vegemite moments, from childhood memories to travel stories. Sales spiked, especially for their limited-edition jars, as customers embraced the opportunity to celebrate the brand’s 100-year legacy.

Vegemite proved that even the most familiar products can spark deep emotional connections. By focusing on nostalgia, belonging, and shared traditions, they reminded their audience that Vegemite is more than a spread—it’s part of the Australian story.

5. Your personas aren’t done. Ever.

The biggest mistake you can make is treating personas as static documents. Markets shift. Customer behaviours change. Your personas need to keep up.

Here’s how to keep them alive:

• Regularly review your data for new trends or patterns.
• Revisit personas whenever you launch a new product, enter a new market, or notice changes in customer behaviour.
• Stay curious. Never assume you’ve got your audience fully figured out—there’s always more to learn.

Case Study: Beauty brands navigating TikTok’s rollercoaster ban

TikTok has been the darling of beauty brands like Fenty Beauty, E.l.f. Cosmetics, and Charlotte Tilbury, turning lip glosses and skincare hacks into viral sensations. But in 2025, the platform’s future in the US hit turbulence. A government ban briefly went into effect before being lifted, leaving brands in a tricky spot: how do you keep engaging your audience when your go-to platform might vanish at any moment?.

For years, TikTok was the place for beauty brands to reach younger audiences. Viral trends could sell out products in hours. But with TikTok’s status now unstable, these brands had to rethink their strategies—and fast. Personas needed a makeover to reflect where their audience was heading next.

How beauty brands adapted:

1. Updating personas for new habits:
Brands like E.l.f. Cosmetics reexamined their personas to understand how Gen Z and Millennials were adapting to the news. Early signs pointed to platforms like Instagram Reels, YouTube Shorts, and even emerging contenders like BeReal. The updated personas highlighted new behaviours, such as a growing appetite for visual storytelling on Instagram and a shift toward longer-form content on YouTube.

2. Diversifying platforms:

To avoid over-reliance on TikTok, brands broadened their reach:

• Fenty Beauty ramped up activity on YouTube, using Rihanna’s star power to deliver engaging tutorials and reviews.
• Charlotte Tilbury turned to Instagram with polished, shareable tutorials aimed at Millennial beauty enthusiasts.
• E.l.f. Cosmetics doubled down on email marketing, ensuring a direct line to their audience regardless of social media trends.

3. Making content multitask:

Beauty brands ensured their content worked hard across multiple platforms. For example:

• TikTok-style product hacks were reformatted for YouTube Shorts.
• Pinterest became a hub for “Get the Look” boards, catering to visual learners and DIY beauty fans.

4. Planning for every scenario: 

Brands planned for multiple scenarios:

• Scenario A: If TikTok remained, they’d continue investing in the platform while broadening efforts elsewhere.
• Scenario B: If TikTok disappeared, they’d prioritise email lists, websites, and other social platforms to retain engagement.

The result? While TikTok’s fate hangs in the balance, beauty brands that acted quickly have remained visible and relevant. Engagement on Instagram and YouTube has grown as audiences shifted, and brands like E.l.f. Cosmetics have strengthened their loyalty programmes, creating stability in an unstable time.

The TikTok drama is a masterclass in why personas can’t be static. People’s behaviours change—whether because of platform shifts, market disruptions, or new trends. Keeping your personas dynamic ensures your strategies stay one step ahead, no matter what happens.