The Challenge:
A prominent global spirits producer wanted to comprehend the role various touchpoints played in the shopper journey and how these could be strategically employed to accomplish specific brand objectives.
Brandscapes Insights:
Our team implemented a thorough strategy to this challenge:
- Charting the Alcobev Ecosystem: We furnished a comprehensive and detailed perspective of the alcoholic beverage occasion ecosystem, considering the 5Ws (Who, What, When, Where, Why).
- Pinpointing Jobs-to-be-Done (JTBDs): We pinpointed high-level JTBDs to optimize the potential of each touchpoint.
- Performing SWOT Analysis: We executed a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis for each touchpoint.
- Establishing Touchpoint Roles: We outlined the role of each touchpoint – whether it served to educate, inspire, or disrupt the consumer journey.
Marketing Actions:
Equipped with these insights, we embarked on decisive marketing actions:
- Rejuvenating Owned Media Content: We injected new vitality into the brand’s owned media content to engage consumers more effectively.
- Guiding In-Store Activations: We offered guidance for in-store activations that aligned with shopper needs.
- Tapping into Dark Social Potential: We harnessed the potential of dark social and communicated through mobile-optimized content.
- Maximizing Earned Media Impact: We boosted the influence of earned media to extend the brand’s reach and influence further.
- Rationalizing Advertising & Promotion (A&P) Expenditures: We counseled on the rationalization of A&P expenditures across different media, based on the impact and effectiveness of each touchpoint.
The Outcome:
Our insights enabled the client to gain a comprehensive understanding of how consumers interacted with their brands across various touchpoints. These findings were critical in identifying high-level JTBDs to maximize touchpoint potential, ultimately improving the shopper experience and enhancing the brand’s performance in the global spirits industry. This case study demonstrates our commitment to delivering data-driven strategies that lead to tangible business outcomes. Our strategic approach and comprehensive analysis allowed our client to make informed decisions that significantly improved their marketing strategy and amplified shopper engagement
