SHARE was invited to help build a new future for Southern Comfort by understanding their audience and identifying opportunity markets – as well as building the creative activations to action the strategy.
- 193%+ Link Clicks
- 41%+ Organic Reach
- 20%+ Fan Growth
To better understand their audience, we analysed a mix of social, digital, web and offline…
focus groups. We gauged existing awareness and opinions of Southern Comfort, plus the whiskey category overall, whilst understanding the types of reasons and occasions where people consume alcohol – and specifically whiskey. To dig deeper, we also analysed psychographic data around core personality traits, interests, habits, values and attitudes of these drinkers.
We pulled all of the insights together using SHARE’s R.A.P.I.D. model, and found three key personas that reflected the top customer segments to target. Using this data, we developed the #SouthernWelcome campaign to celebrate Southern hospitality and the habitual moments for enjoying Southern Comfort.
With each persona enjoying the brand in different moments, entertaining and irreverent content was delivered in a personalised way to custom audiences. Results of the RAPID project also allowed us to understand consumer perception towards the brand, trigger points for enjoying the drink, as key moments for consumption which all paved the way for more refined strategic and creative targeting.
To support the repositioning, we developed a new visual identity for the brand’s social media content, launched Southern Comfort’s first UK Instagram channel, tested new formats and content, streamed live from a range of whiskey and food events, built a full influencer program, and even partnered with high profile chefs such as DJ BBQ and Neil Rankin.