Many liquors are consumed in bars, clubs and festivals. The Corona lockdown threatened the sales and by extension, the product brands – with a corresponding drop in sales for manufacturers. Under such circumstances, how can a liquor brand have staying power? To answer this question in mind, the manufacturer commissioned Drehmoment to analyze the German market.
Instead of conducting classic consumer surveys, Drehmoment decided to use an AI-based Big Data approach. Drehmoment used Neutrum Topic Navigator to analyze hundreds of thousands of posts, reports and ratings, on which occasions and in which contexts people engaged during the pandemic, across all digital channels. Neutrum Topic Navigator’s interactive map shows exactly which venues to aim for, what is important to consumers in this context, and how different brands are perceived in each case. For each context, the application shows how strongly it motivates and activates – and when and where it is best to reach the target group.
With Neutrum Topic Navigator, Drehmoment was able to identify two “sweet spots” that were trending in the pandemic: private barbecues with friends and family and virtual parties via Twitch – including the best long drink combinations and optimal targeting channels for both events. Torque could successfully reposition the customer in the pandemic and also grow its sales.
German