02 · audience + social · before any ad runs · research by Group 4
Meet Claire & her moments of truth.
The paid ads don't create demand, they catch it. This is the evidence that the demand already exists, where Claire spends her time, and the organic content that warms the audience before a single pound of media spend.
The demand is already there
4h 36m
Ofcom, Online Nation 2025Daily time online, UK adults 45–54. Women overall: 4h 43m — 26 minutes longer than men.
+106%
Google Trends · Group 4Growth in “perimenopause” search interest over five years.
200,000+
UK searches a month for perimenopause — demand nobody is answering well.
4×
Perimenopause search interest is growing four times faster than “menopause”.
where to find her · Group 4
Reach × Influence, 12 touchpoints on Claire's journey
Bubble size = attention paid in the moment. Scores are a team judgement informed by the evidence, not measured media data.
Earned, she found it, or a person gave it to herOwned, helfy® controls the surfacePaid, helfy® rents the attention
The map says it plainly: the paid channels reach her but barely move her. The small rooms, WhatsApp, Reddit, a named doctor, carry the belief. So paid buys the click, and everything after it is built to feel earned.
Time spent, not reach
Average daily minutes per platform, UK adults 35-54
Time spent, not reach: Facebook holds 43% more of her day than YouTube and 3× more than Instagram, which is why the media plan doesn't follow the hype channels.
Her moments of truth, where the funnel begins
3:07am
The search she deletes
Awake again, phone in hand, typing “why do I wake at 3am”. This is where the sleep ad meets her — hours before any competitor is awake.
11:40am
The word that vanished
Mid-meeting, mid-sentence. She laughs it off and worries all afternoon. The fog reel is her own moment played back.
4:52pm
The appointment that didn’t
“It’s probably your age.” She leaves with nothing measured and everything dismissed. The quiz is the appointment she wishes she’d had.
social campaign · in her voice
The organic layer, content that gives before the ads ask
The social team's creative: gives (relatable, permission), the black statement tiles shared cross-channel with the offline campaign, and social proof, every post ending on the quiz, never a price.
Then the funnel takes over
A warmed audience meets five ads that already know why she'll click.
Audience data: Group 4 research (Ofcom Online Nation 2025; Google Trends). Review quotes are the social team's draft creative.