Pernod Ricard: SOV drivers and activations for key alcohol brands

Pernod Ricard invited SHARE to conduct a social listening analysis to identify conversation themes for key brands, and craft creative activations off the back of them.

Six brands, one goal

Many industries have been directly affected by the pandemic, and the alcohol industry has been no different. Coming from a heavy on-trade focus, brands were forced to explore more off-trade experiences to align with these unprecedented times. That’s why Pernod Ricard, the mother company for some of the most iconic alcohol brands in the world, approached us to help identify those shareable, relevant moments that drive Share Of Voice (SOV) for a selection of their brands, and their categories during the year.

Layering up analysis

To begin, we conducted social listening analysis for six brands – Jameson, Beefeater, Absolut, Malibu, Havana Club and Glenlivet – using SHARE’s own tool, ParseR. We explored earned, brand, category and competitor conversation to get a full view of the landscape, diving deeper into sentiment analysis and social audits for each. For all brands, the layers of analysis enabled us to unearth broader strategic insights such as brand relevancy down to more tactical opportunities at campaign level; all of which were valuable considerations for Pernod Ricard to incorporate into their social plans moving forward. But for two brands in particular, we were asked how those learnings could be actioned creatively, the SHARE way…

We took the analysis for Beefeater Gin and Absolut Vodka and distilled the conversation drivers into three core themes for each. For Beefeater, we identified that London & Origin, Health & Veganism and New Rituals (made from life in lockdown) were the core topics of conversation. We explored real audience truths within these, and crafted playful, memorable and shareable activations that aligned their London-centric, local brand TOV with relatable moments, national occasions and trends – plus an extra shot of humour!

  • Account Manager: Emma Fleming
  • Head of Creative: Robyn Saunders
  • Strategist: Max Grünefeld
  • Data Analyst: Camila Angio
  • Senior Content Manager: Joe Moring
  • Designer: Joshua Smith