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
