Pernod Ricard saw in Profiler the opportunity to gain different insights and generate advanced Personas based on extensive data about Socio-Demographics, Hobbies & Activities, Media Preferences, Arts and Leisure (favorite Festivals, etc), Travel Habits, Brands affinities, just to name a few.

1. CONNECTING THE DOTS
Pernod Ricard
Case study

2. Pernod Ricard has always been one of the leading companies in understanding their
audiences and communicating with them in the right way. They have a unique strategy for each
of their brands, which is suited for the right audience they want to target. This is done based on
the different personas and market studies, which they’ve conducted.
To maintain their leadership and to go a step further, Pernod Ricard Belgium wanted
to understand the positioning of each of their brand compared to its competitors, the
industry and the country itself. This would allow them to set up very specific acquisition
strategies scenarios, by improving their message delivered to their clients while choosing
the right media channels.
Next, they wanted to add new personas for the different brands and conduct new market
studies that would allow Pernod Ricard to stay up-to-date with their audiences and look at
potential new segments.
CHALLENGE
With  for Pernod Ricard © Social Karma 2017 2

3. SOLUTION
Pernod Ricard saw in Profiler the opportunity to gain different insights and generate advanced
Personas based on extensive data about Socio-Demographics, Hobbies & Activities, Media
Preferences, Arts and Leisure (favourite Festivals, etc), Travel Habits, Brands affinities, just to
name a few.
After several discussions with the brand teams, we finalised the best approach possible to satisfy
their needs on 5 different brands: Beefeater, Lillet, Havana Club, Absolut and Chivas Regal.
They wanted to have a macro overview, but also a very detailed view of their current customers.
On top of that, they wanted to add more insights to the strategic targets provided by the
headquarters. We were able to find a way to cross compare different studies within the same
brand and cross brand, combining the macro, micro and existing ideal target persona.
Step 01 - Deep & complete understanding
of their brands lovers
The first challenge was to understand the micro level, the
specific brand lovers. For every brand, we conducted a
detailed market study, which allowed them to even better
understand their customer. An important question for brands
to ask themselves is, which events to be at, to find your target
consumer. Now they were able to identify the right local events
based on real data of every brand lover.
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Step 02 - Enlarge their brands lovers by creating
data driven acquisition strategies
The next goal was to understand the macro view thus
we analysed all the people that were lovers of a specific
liquor type. For example, the brand Beefeater is a type of
gin. Therefore we conducted a detailed market study and
provided them with a persona concerning the gin lovers
in Belgium. We did the same exercise for the different
brands, which allowed Pernod Ricard to understand the
different type of liquor lovers in Belgium.
Brand lover
Industry
Potential clients
With  for Pernod Ricard © Social Karma 2017 3

4. SOLUTION
Every brand owner has an ideal vision of what their
consumer looks like. To enrich their communication
to that audience, they wanted to find out exactly which
topics they’d find interesting in Belgium: local festival,
the media they use, etc. We recreated their existing
strategic targets for every brand and conducted a
market research on these audiences. This allowed
Pernod Ricard to fully understand their ideal targets
adapted to the Belgian market.
Audience
Strategic
target
Step 03 - Enrich their communication towards the strategic audience
they want to reach
Step 04 - Full understanding of their
competitors audiences
For some brands Pernod Ricard also wanted to
analyze the main competitors to improve their
acquisition strategies and better understand its
position in the Belgian market. Based on these
findings they were able to choose the right content
and media to attract the clients of the competitors.
Competitor
Competitor
Competitor
With  for Pernod Ricard © Social Karma 2017 4

5. The studies that we conducted individually already gave Pernod Ricard a lot of insights.
But the power of the studies lies even more in combining the insights from the different studies.
For example, for their gin portefolio, they were able to understand the gin lovers, the brand
lovers and it’s strategic target. By cross-comparing these different studies and personas,
they were able to have a complete understanding of their position in the Belgian market.
Profiler allowed them to know who their customers are compared
to potential customers, their ideal strategic targets and the Belgian
population. With these insights, they were able to set up different
acquisition strategies for every group, by using the right communication
channels and deliver the right messages to these people.
CONCLUSION
With  for Pernod Ricard © Social Karma 2017 5

6. www.social-karma.eu • info@social-karma.eu
Chaussée de Vleurgat 15, 1050 Brussels, Belgium
BE 0534.697.553
CONNECTING THE DOTS
You can send all your questions to:
Jun Stryckers
Business Development Manager
jun@social-karma.eu
+32 493 31 17 38