Social Media
creative audit and
actionable insights
Helping Skyy Vodka get back on message with
their target audience for a product launch.
CREATIVES
0
DAYS TURNAROUND
0
CUSTOM QUESTIONS
0
Skyy Vodka +
Springleap
Problem
Skyy Vodka was launching a new product (SKYY Infusions Vanilla
Bean) and tasked its agency to create a social media campaign to
generate awareness among its target market (Urban, Black, Male,
LSM 6-9). After reviewing the consumer research, it was obvious
that something was wrong, but neither the agency nor brand knew
how to fix the creative nor which aspects needed improvement.
Solution
Within 24h, Springleap had chosen 30 creatives with relevant
design background (Copywriting, Brand Strategy) and
demographics. We surveyed the panel on the creative execution,
gathering information on both unaided and aided awareness.
Impact
-
- There was clear consensus (75% of panelists) that the tone, language and
images selected for the creative were better suited for White Females and not
Black Males as intended. Not only were they able to diagnose the areas for
improvement, but our meta-consumers gave actionable advice on how to
make adjustments. -
- The brand made changes to graphics and copywriting throughout their social
media as recommended by Springleap and are enjoying a successful product
launch campaign.
