Case Study
Whisky Partners

Liquid assets

Birds eye view shot of whiskey barrels

Client challenge

Whisky Partners make cask investment accessible to the average investor, they wanted to identify a new in-market audience in a fiercely competitive sector.

 

Man in suit looking at whiskey barrel

 

 

Solution

We leveraged our four-stage audience identification process…

Stage 1
We used first-party data to better understand current Whisky Partners customers.

Stage 2
We mapped this data into third-party Market Research tools to identify similar segments who share positive attitudes towards finance and investing. As a result we discovered three key audience groups.

Traditional Investors – an older male demographic who currently invest in stocks, shares, and luxury items

Alternative Investors – a younger demographic who primarily invest in Cryptocurrencies, NFTs, and ‘trending’ luxury products

Savers – an older demographic who have lost trust in investment and financial institutions post-2008 banking crisis; high net-worth with most of this in low-interest low-risk savings accounts

Stage 3
We built actionable audience personas for each segment, exploring their demographics, attitudes, purchasing behaviours, brand affinity, media consumption and advertising preferences.

Stage 4
Our activation team (Paid Social + Paid Search + Creative) used our audience insight to launch highly targeted campaigns – channels, formats and creative messaging.

 

Results

  • 54 %
    Increase in leads
  • 50 %
    Reduction in cost-per-lead
  • 29 %
    Reduction in CPM
“The audience insight provided by the data & insights team at Journey Further enabled us to re-evaluate our marketing strategy, allowing us to tailor our creative to new demographics. This insight and data was not only beneficial in targeting new customers, but evaluating the performance of existing channels as well”

 
Carlo Ruggiero – Head of Marketing
The audience insight provided by the data & insights team at Journey Further enabled us to re-evaluate our marketing strategy, allowing us to tailor our creative to new demographics. This insight and data was not only beneficial in targeting new customers, but evaluating the performance of existing channels as well
CARLO RUGGIERO, HEAD OF MARKETING – WHISKY PARTNERS