Case Study
Serving up Key Insights Until Last Call
The
Opportunity
Following the pandemic and other gradual lifestyle changes, adults around the world experienced a shift in the way they think about cocktails. The three-month long shutdown of bars and restaurants in 2020 prompted most cocktail enthusiasts to rely on social media for easy recipes that require little to no experience.
Smirnoff asked our partner, AnalogFolk, to curate two cocktail recipes that would entice people to buy Smirnoff vodka for their at-home bartending. AnalogFolk reached out to The Agency to conduct research on how adults' relationship with vodka has changed over the past few years while also researching the search behavior of people looking for cocktail recipes.
The
Solution
With the help of Sprinklr enterprise, a cutting-edge social listening platform, our research team surveyed and analyzed content to create tangible insights that could be used for cocktail recipes. We started by taking a close look at each holiday season to uncover the flavors people desired the most during the fall, winter and summer.
Our team used Sprinklr to go beyond the basic results and find new ways for Smirnoff consumers to spice up their homemade cocktails. Their analysis elevated fall recipes from predictable pumpkin spice to alluring apple cider and punched up summer classics from broad fruit flavors to calculated mango deliciousness.
The
Impact
The data we pulled from social listening tactics allowed our team to discover the top flavors that entice consumers from a wide range of backgrounds. Smirnoff used our insights to elevate fall recipes from predictable pumpkin spice to alluring apple cider and punched up summer classics from broad fruit flavors to calculated mango deliciousness.
By creating distinctive recipes, Smirnoff was able to provide consumers with 114 cocktail ideas that would enhance experiences with friends and families.
