We needed to strengthen Pernod Ricard’s connection with consumers. Specifically, we were tasked with increasing brand engagement and loyalty, getting consumers to actively opt into the brand’s database and engage with every call to action.
We started by organizing their existing databases and capturing valuable new leads. Then we utilized our expertise in progressive profiling and the brand’s understanding of its customers’ preferences to create a bespoke content marketing campaign. It announced new product launches, limited editions, recipes, tips, discounts and special invitations, events and post events. All with personalized content that tapped into what we now knew consumers would drink up.
The aim was not only to increase brand awareness but, of course, engagement, as well as solidify consumers’ affinity for Pernod Ricard products and create loyalty across the brand suite. Pernod Ricard's program worked because we changed the way the brand communicates, we increased the frequency of contact and the types of content. We announced new product launches and limited editions, recipes, tips, benefits (discounts, promotions and special invitations), events and post events. All with personalized content – that consumers really wanted to consume.