We wanted to talk to all of the Pernod Ricard brand’s current and future consumers, but wanted to do so in a completely new way. We needed them to not only notice the brand, but actively opt into our database and constantly engage with every call to action generated by us via email.
Our end-goal was to strengthen Pernod Ricard's connection with consumers - so, we crafted a clever, relatable and captivating content marketing campaign to achieve this. Along the way, we had several tasks, including organizing their existing databases; capturing new, valuable leads in each and every space where the brands showed up; and, finally, converting those leads, so that the brands could begin engaging frequently with their new customers. We utilized our expertise in progressive profiling – and the brand’s true understanding, through data sets, of their customers’ preferences – to develop an undeniable value exchange. We helped Pernod Ricard deliver what its consumers wanted and needed most, from its brands.
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.
