Beam Suntory: Influencing the Influencer

This case study describes how Beam Suntory, a global spirits supplier in the USA, pioneered a way to use data analysis and identify key influencers to better utilise word-of-mouth alongside TV spend.

Beam Suntory: Influencing the Influencer

Andrea Javor, Dave Choate and Chad Maxwell

Campaign details

Brand owner: Beam SuntoryLead agency: StarcomBudget: Over 20 millionCountry: United StatesIndustry: Spirits, liqueursMedia: Earned media, buzz, Television, Word of mouth, advocacy

Executive summary

This case study describes how Beam Suntory, a global spirits supplier in the USA, pioneered a way to use data analysis and identify key influencers to better utilise word-of-mouth alongside TV spend. Word-of-Mouth, both offline and online, is one of the most important KPIs to Beam Suntory and is critical for driving...

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