Orangina Schweppes
Consumer goods (beverages) · Spain · B2C
Manufacturer of tonic water and other beverages: Schweppes Tonic, Trina, Sunny, La Casera. In the process of rebranding and refocusing on select brands within the group.
Understanding the digital impact and reach of the marketing activities of several group brands with very different audience profiles — some targeting children, others adults. Without that knowledge, it was impossible to define the right promotional mechanics for each audience, brand, and moment.
Analysis of social media conversations across three dimensions: who was generating the content (children vs. adults), where it was being generated (which social platform), and what was being said (sentiment analysis). Over 850,000 conversations analyzed and more than 100 media sources reviewed.
The client adapted messaging by channel based on each platform's audience: campaigns with YouTubers and influencers for younger audiences, humor with double meanings and the concept "how hard it is to be a parent" for adult-oriented channels.