Brown-Forman faced two complementary opportunities: 1) driving portfolio sales across the entire family of Brown-Forman spirits that included Jack Daniel’s, Finlandia Vodka, Southern Comfort and Herradura Tequila, and 2) increasing sales in key retailers struggling to gain traction in critical time frames.
To succeed, we needed to find and motivate often-hard-to-reach consumers, sending them to stores with Brown-Forman brands specifically on their minds.
Using consumer research on shopping patterns and a deep-dive analysis of Brown-Forman’s sales data, Luckie leveraged NFL game day as a prime time for beverage sales among party hosts who drive a large share of purchases. This gave Brown-Forman the ability to activate consumers close to game time, when they make decisions on what to serve at the party.
Luckie created segmentation to target football fans with a stronger-than-average likelihood of hosting or visiting an in-home game day watch party. Then we cross-matched local NFL game day schedules with our target retailer footprint. We ran a tightly targeted six-week digital campaign focused on high-value fans, using micro-segmentation and geofencing to drive them into stores to purchase spirits for game day parties. Campaign initiatives included fun social drink recipes online, and game day point-of-purchase displays to encourage sales.