Through AI, Diageo boosted consumer insights and personalization for Smirnoff
Challenge
Diageo faced difficulty in gaining a comprehensive understanding of the consumers’ habits and preferences for the Smirnoff brand. They aimed to enhance their upper conversion funnel by gathering context on the why, how, and what of consumer behavior, and personalizing recommendations accordingly.
Client
Diageo: A Leader in the Premium Drinks Sector
Diageo is a multinational company with over 200 brands, renowned as a leader in the premium drinks sector. Smirnoff Vodka, one of its brands, is one of the best-selling distilled spirits globally, available in more than 130 countries.
Solution
With the help of NextUser’s solution, Diageo gained a comprehensive understanding of Smirnoff’s audience, social media presence, and consumption patterns. NextUser also provided context by analyzing the brand’s competitive landscape and identifying key influencers.
NextUser leveraged AI to analyze over 300 variables, including images, texts, and personality, for each Smirnoff user and build communities. The data was consolidated and visualized in one platform, allowing Diageo to understand its consumers, discover brand influencers, and compare its performance with competitors.
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