How Corby Used Automated Quantitative Research to Integrate the Voice of the Customer Throughout the Campaign Development Process
The Challenge
One of Canada’s best-selling whisky brands, J.P. Wiser’s, wanted to inspire Canadians nationwide to put the same time and care into their friendships as they put into their whisky.
To do so, the brand established a team of agency partners from different disciplines at the onset of campaign planning, including the thread woven through the campaign planning process, Sago’s quantitative marketing testing and optimization platform, Methodify. The agency team devised the idea to produce the first completely user-generated campaign for J.P. Wiser’s, offering consumers the opportunity to publicly toast their friends on billboards, radio, and social media.
Not knowing what kind of toasts it would receive and what channels to best communicate this in, Corby engaged Methodify to help design and refine one of the most hyper-personalized campaigns ever launched in the alcohol industry, Hold it High. By using Methodify to bring the voice of the customer in more often throughout development, the campaign was ultimately designed “for consumers, by consumers”.
Our Solution
“Methodify gave us the speed to bring the customer into the boardroom.”
– Keeshan Selvakumar, Brand Director, Corby
Result
Aside from seeing strong growth trends continue, the most meaningful campaign results have come from the personal stories and impact the brand has had on people’s relationships—from a proposal on a billboard in Toronto to a live cross-border toast to the American-Canadian friendship, involving 50 people on both sides of the border in Detroit, Michigan and Windsor, Ontario, the home of J.P. Wiser’s distillery.
In fact, some of the strongest engagement rates have been of people taking pictures next to their toasts on transit shelter ads and billboards. The use of Methodify enabled a truly engaging and customer-oriented campaign.