Summary
Kahlúa's objective was to grow market share and brand equity in key locations by targeting a new target audience. The task required us to push the boundaries in research and data analysis to identify and then define this new target audience to build an effective strategy to grow awareness and conversion among targeted consumers.
We developed an in-depth query made up of 9,456 characters to isolate an accurate dataset of 69,235 users that matched the character traits of the target audience. Through extensive qualitative and quantitative analysis of nearly 8 million interactions across touchpoints (including Twitter, Reddit, Instagram, TikTok,...