{"id":48701,"date":"2019-12-09T15:52:16","date_gmt":"2019-12-09T20:52:16","guid":{"rendered":"https:\/\/3c98cd88ae.nxcli.io\/?p=48701"},"modified":"2023-03-23T11:29:49","modified_gmt":"2023-03-23T15:29:49","slug":"integrate-the-voice-of-the-customer-throughout-campaign-development","status":"publish","type":"post","link":"https:\/\/staging.sago.com\/en\/resources\/case-study\/integrate-the-voice-of-the-customer-throughout-campaign-development\/","title":{"rendered":"Integrate the Voice of the Customer Throughout Campaign Development"},"content":{"rendered":"

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How Corby Used Automated Quantitative Research to Integrate the Voice of the Customer Throughout the Campaign Development Process<\/h2>\n

The Challenge<\/h4>\n

\"sago\"One of Canada\u2019s best-selling whisky brands, J.P. Wiser\u2019s, wanted to inspire Canadians nationwide to put the same time and care into their friendships as they put into their whisky.<\/p>\n

To do so, the brand established a team of agency partners from different disciplines at the onset of campaign planning, including the thread woven through the campaign planning process, Sago’s quantitative marketing testing and optimization platform, Methodify<\/a>. The agency team devised the idea to produce the first completely user-generated campaign for J.P. Wiser\u2019s, offering consumers the opportunity to publicly toast their friends on billboards, radio, and social media.<\/p>\n

Not knowing what kind of toasts it would receive and what channels to best communicate this in, Corby engaged Methodify to help design and refine one of the most hyper-personalized campaigns ever launched in the alcohol industry, Hold it High. By using Methodify to bring the voice of the customer in more often throughout development, the campaign was ultimately designed \u201cfor consumers, by consumers\u201d.<\/p>\n

Our Solution<\/h4>\n
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\"sago\"Since results can be delivered within one to two days, each agency partner was able to integrate consumer insights immediately into their plans. Rather than hinder creative development, the research instead acted as an accelerator. Testing included:<\/p>\n