Understanding brand conversion and advocacy to guide BTL marketing

We worked with a well-known BWS brand to measure its success in engaging a minority audience, and guided our client towards a more meaningful consumer relationship.

The challenge

Our client was developing a UK marketing strategy to boost a well-known rum brand. Their team needed brand research to understand whether the promotional events they were creating were impacting awareness, trail and usage among consumers.

Our solution

We designed a robust programme of quantitative branding research.

Through over 700 online and face-to-face in-street interviews, we measured the impact of brand ambassadors, music events and social media in a competitive marketplace, comparing a test city with a control sample.

We used brand conversion and correspondence mapping to map the relationship between awareness, trail and usage across key sub-groups. We were able to demonstrate that the client’s brand is distinctive when compared with the competitor set, and to drill down into brand advocacy at a truly granular level.

The outcome

Our brand research was the basis of in-depth understanding of the way consumers experienced the brand through these promotional events. We recommended improvements to the client’s BTL marketing approach in the future, and our insights have allowed them to create a more meaningful relationship with students. They now aim to roll out the optimised brand activation strategy across the whole of the UK market.

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