Challenge
A spirits company wanted to create a global positioning and consumption strategy for a newly acquired brand, but realised that brand perceptions and usage varied across key global markets - and that they had little foundational knowledge.
Approach
In-home Life Streaming among friends, combined with mobile journals, provided an intimate, ‘real-world’ view of category trends and cultural similarities across markets as well as unique nuances within markets.
Life Streaming is a technology-based ethnographic approach that studies people in their natural habitats using observation or video diaries.
Insight
This in-depth understanding of brand perceptions and usage established the foundation for a new positioning and provided a roadmap for development of a broader portfolio strategy for the company.
Impact
This equipped the global marketing team and agency with a complete profile of the global consumer landscape, including brand drivers/barriers, clear strategic direction for positioning and growth, and tactical recommendations for improving brand visibility and relevance.
This formed the basis for long-term global and market-specific creative ideas.