Exploring creative scripts across global markets

Challenge

Helping a world-famous whiskey brand explore if their new campaign would connect with folks in different corners of the globe, and change how people see them.

A globally renowned whiskey brand came to us wanting to evaluate the potential a specific campaign had to effectively communicate the brand’s manifesto, resonate across multiple markets, and shift people’s perceptions. Our client sought to analyze and optimize four unique scripts and gain insight into how each script performed in global markets in terms of relevance, uniqueness, tonality, brand fit, credibility, and emotional impact.

Approach

We set out to gain a global perspective by conducting virtual discussion groups across all of our key markets: US, Germany, UK, Japan and Brazil. We evaluated people’s comprehension of the scripts, as well as exploring which aspects of the scripts worked well or were challenging. An important aspect of the work was understanding any nuances across market, and examining whether the relevance of the strategic idea held strong globally.

Impact

Our research provided a clear understanding for our client, on which elements of the scripts had the best potential to communicate the brand’s manifesto and shift people’s perceptions effectively. The research identified specific areas for optimizing each script to enhance resonance, as well as their effectiveness as standalone advertisements. Additionally, the insights into the global market performance highlighted the nuances in how the scripts were received in different countries, offering actionable recommendations to tailor the campaign for maximum impact globally.