Fantastic journeys and where to find them! Decoding the omnichannel shopper opportunity in sea

THE CHALLENGE:

A global spirits manufacturer wanted to assess the role that various touchpoints play in the shopper journey cycle and how these could be leveraged to drive specific goals for the brand

BRANDSCAPES INSIGHTS

• A holistic and rich 5W’s view of the alcobev occasion ecosystem
• Identified high level JTBDs to help maximize touchpoint potential
• A SWOT analysis for each touchpoint
• Determined the role of each touchpoint (education, inspiration, disruption)

MARKETING ACTIONS:

• Reinvigorated content on owned media
• Provided direction to instore activation, aligned to shopper needs
• Unlocked the potential of dark social and communicated through mobile optimized content
• Leveraged earned media to make it work harder for the brand
• Rationalized A&P spends across media, based on the impact and effectiveness of each touchpoint

OUTCOME:

Helped the client uncover a holistic view of how consumers experience and interact with their brands. Findings were utilized to identify high level JTBDs to help maximize touchpoint potential