Diageo / McDowell's No.1: David vs Goliath 2.0 - When mobile outmuscled TV

McDowell's no.1, a whisky brand, increased sales in India by mapping and targeting consumers through audio finger printing and social media data analysis.

Campaign details

Brand: DIAGEO/McDowell's No.1Lead agency: Mindshare IndiaRegion: APAC

Objectives

McDowell’s no.1 is one of the largest whisky brands in India. They wanted to further grow their market share. Their internal research indicated that their source of growth is coming from the beer consumers. Therefore, MCD wanted to remain top of mind among beer consumers so that when they are looking for an upgrade to whisky, they think of MCD no.1.Alcohol consumption is highly occasion-led and when we mapped beer consumers to occasions, sports emerged as one of the top occasions. Within sports, football...

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