A startup tech company is launching a new smartwatch. Which approach is most suitable for their awareness campaign?

Awareness is the right planning focus when a new product needs broad discovery before shoppers have formed purchase intent. Lifestyle audience segments help reach people whose behaviors and interests indicate likely relevance to the product category. This supports upper-funnel planning by expanding beyond shoppers who have already interacted with smartwatch products. For a new launch, audience scale and relevance matter more than retargeting a narrow pool of existing signals.