Hennessy’s marketing blurs the lines between digital and offline communities. The brand is reportedly spending more than ever on media, with campaigns serving up custom branded bottles, mobile-optimized sites and strategic partnerships with athletes and artists. Since 2012, Hennessy has undergone a brand overhaul. Hennessy’s Wild Rabbit and “The Man Who Couldn’t Slow Down” campaigns have been particularly successful and exemplify Hennessy’s returning popularity within key markets.
In order to understand more about the audience, we ran a small sample of the data through our platform for a quick analysis.
Hennessy’s fans are a diverse crowd. The brand has a loyal fan base made up of younger consumers, with a fairly small hispanic following. The gender split is interesting–in Hennessy’s case, more males follow the brand than females.
Based on the demographic information, 42% of the sample audience falls within a marketing grey area–just over or under the legal age for alcohol consumption. This presents a problem for Hennessy, who would prefer to spend advertising dollars on customers who can buy the brand’s products. Luckily, advanced digital technologies exist that enable brands to filter out younger audience members for more targeted–and conversion-based–advertising.
For the Hennessy drinker, indulging in Cognac is an experience to share with good friends, more so than the wind-down lifestyle of the other brands. The Hennessy consumer is outgoing, creative and passionate. As we can see from the conversations, the loyal Hennessy fan is interested in live events: football games, parties, music and film. We can also see that Hennessy’s audience share strong opinions about current events.
Hennessy stays ahead of the game with their respective campaigns by keeping fingers on the pulse of their core audience. By integrating audience insights into campaign strategy and content, the brand can craft and deliver messaging that is of interest and value to new and loyal customers.
Get off the bench and start chasing your #WildRabbit. #TheBayvsCleveland pic.twitter.com/kIHC7shV1n
— Hennessy US (@HennessyUS) June 6, 2015
There is significant opportunity for the brand to connect with older audiences and generate more demand for Hennessy products. Using audience insights, Hennessy has the ability to drive sales by activating influential customers and delivering more relevant content in a targeted fashion. Find out more by requesting a demo below.
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