Optimizing a New Campaign Idea

Challenge

Helping a leading alcohol brand evaluate reactions to a new campaign idea to surface opportunities for optimization prior to global launch.

A leading alcohol brand sought to further cement themselves as an industry leader in a category that was finding its “new normal” post pandemic. They partnered with The Sound to discover how their audience felt about a new campaign idea, including how well it resonated in different markets, and how messages of diversity and inclusion were being interpreted in creative executions.

Approach

We facilitated a series of in-depth focus groups within three unique markets to understand how next-gen whiskey drinkers responded to the creative idea. As a part of these interviews, we guided people through a series of film scripts, as well as OOH and social assets. We made sure to ask all of the right questions, moving beyond surface-level response to uncover: How well the creative idea was bringing the strategy to life, people’s reaction to a series of executions, as well as which executional details to protect moving forward.

Impact

Our quick-turn, highly strategic topline report provided color and texture to quantitative testing, surfaced truths across market, and provided opportunities to optimize the creative idea prior to production, for an impactful global F23 campaign launch.