Behavioral targeting is one way for companies to develop meaningful, long-term relationships with customers. Using data to distill audience insights, brands can develop targeted strategies to drive sales and increase the allure of the brand.
Johnnie Walker represents a lifestyle of sophistication, a penchant for adventure and a taste for the finer things. The brand has a history positioning itself as the drink of choice those looking to impress. Ushering the brand into the digital age, Johnnie Walker’s “soft touch” social strategy has encouraged strong customer engagement and loyalty. Through a series of short films, and a focus on tech event sponsorships, the Diageo brand has positioned itself as a drink for a different kind of elite.
Interested to know what the buyer looked like, People Pattern ingested data surrounding the brand from across online properties. Initial insights showed the demographic breakdown of Johnnie Walker’s audience is young, professional and male.
A significant number of Johnnie Walker fans fall within the grey area of marketing alcoholic beverages–24% of the sample audience are just over or under the legal age for alcohol consumption. This presents a problem for Johnnie Walker, who would prefer to spend advertising dollars on customers who can spend on the brand’s products.
Nearly 40% of the Johnnie Walker audience is made up of people falling within the Driven Professional persona. This customer is sophisticated and savvy. Key cities include New York, Chicago, San Francisco, London and Tokyo. He dresses to impress, takes vacations and aspires to be head of an organization. He likes to wind down with a stiff drink at trendy bars and restuarants. As we can see, his online conversations tend to be centered around travel and pleasure-related topics.
Advances in market research technologies and data science have enabled new methods for age gating to improve a brand’s understanding of their audience, and enable them to legally target with the appropriate messaging.
Johnnie Walker stays ahead of the game by integrating data into brand strategies. Through concerted efforts for developing ongoing, data-driven strategies, the brand is able to stay current with buyer trends and provides the brand the ability to connect with influencers in interesting ways that provide value to the consumer.
For tips on how to integrate behavioral targeting into your strategy, check out three simple ways to get started or request a trial of the platform below.
Recent Comments