Southern Comfort wanted to raise awareness amongst its UK audience ahead of their rebrand.
Analysed social, digital, web, and offline data to understand the whiskey audience. Using customer psychographics, I identified three key customer personas and tailored a campaign that celebrated Southern hospitality. This allowed Southern Comfort to deliver personalised, engaging content to each persona, while also refining strategic targeting based on consumer perceptions, key consumption moments, and triggers for enjoying the brand.
Achieved an 88% increase in share of voice, third highest in that quarter just behind industry leaders, Jack Daniels and Captain Morgan. Achieved a 193% increase in click-through rate and significant increases in market relevance and brand recognition.