Increasing the value of brand fanship for Smirnoff

Smirnoff is a vodka brand owned and produced by the British company Diageo. After focusing on the acquisition of over 10 million Facebook fans in 2011-2012, Smirnoff wanted to shift the focus from marketing to the fans to marketing through the fans. The challenge was to understand how the brand could turn fans into advocates through online and offline content, beyond the typical cocktail recipes and nightlife.

What did we do?

InSites Consulting used its Activation Health research solutions to increase the value of its fans and turn them into advocates. Almost 3,000 consumers from the US, Brazil and India reported their online and offline interactions regarding the brand in an Activation Mapping survey and over 60 fan pages of competitors and best-in-class brands were analysed.

The results

Based on the results, Smirnoff developed a more engaging conversation identity to use on social media and identified a range of new content themes that they will leverage in their community management.

How did the client experience it?

“We challenged InSites Consulting to develop a methodology that measures brand health in today’s digital environment. Apart from a solid methodology, they brought vision and expertise to deliver mind-shifting findings & actionable recommendations and they impressed during the workshop with the global brand team.”
Oscar Martinez, Director Insights & Marketing at Diageo
“As a digital agency we value consumer inspiration to feed our strategic planning. InSites is an agency that is able to generate that consumer understanding and to truly increase the quality of our work. I consider them worthy sparring partners when discussing digital strategy and brand activation.”
Sveta Doucet, Head of Strategy at Profero