Captify has used first-party insights to position Grey Goose vodka as the summer spirit of choice for Australians.
The search intelligence data platform worked closely with Bacardi, Grey Goose’s distributor, and its media agency, OMD, to create a campaign that seamlessly paired unique first-party data with creative design and strategic execution for maximum impact, driving a ten-fold increase in searches for the vodka brand.
Bacardi was keen to build Grey Goose’s profile among younger, experience-driven Australians, actively seeking social gatherings and celebratory moments over summer.
The brand partnered with Captify, using its insights to create an audience strategy for Grey Goose. Captify analysed billions of consumer searches to identify highly relevant, intent-driven audiences, while also identifying key profiles, moments and interests connected to those actively searching for sport and summer events, to drive brand consideration.
Captify’s creative studio then worked with OMD to develop high-impact video content and produced an animated lemon peel drop video to capture the spirit of summer.
The strategy proved to be a winning formula for Bacardi, driving a 10.8x increase in searches for Grey Goose after exposure to the campaign. It also outperformed the FMCG search lift benchmarks of 7.59x after exposure to the campaign by 43%, and the Captify benchmark of 80% video completion rate, with a 90% result.
Sonal Kohl, Bacardi Interim senior brand manager, said: “OMD and Captify have been instrumental in driving the success of our Grey Goose summer campaign, which focused on owning the first serve, and inspiring moments of joyful elevation at the start of each occasion.
“Captify’s advanced, data-driven audience strategy enabled us to gain a deeper understanding of our core segments, delivering precise and impactful engagement throughout summer. The campaign delivered strong performance metrics, while uncovering valuable audience insights and learnings to inform future strategies.”
OMD senior account manager, Sophie Wood, said: “At OMD, we continuously explore innovative approaches to deliver results for our clients, which is why we partnered with Captify for our Grey Goose summer campaign.
“By leveraging our existing audiences, alongside Captify’s data-driven audience and creative strategy, we were able to reach our target audience across key moments. Together, we delivered a campaign that seamlessly blended data, creativity and strategic execution for maximum impact.”
Captify managing director for Australia, Jaclyn Hadida, said: “Grey Goose’s summer campaign is a perfect example of how we use search-powered audience strategy to drive brand awareness and reach at-scale for our clients. By leveraging on–site search data, we were able to not only uncover Grey Goose’s core audiences, identifying the profiles, moments and interests most likely to align with the brand, but to drive scale through connected interests and moments.
“The seamless blend of data-driven insights, the creative work from our award-winning studio team and strategic execution delivered a winning campaign for Grey Goose that significantly increased searches for the vodka brand, particularly with its target audience.”
Credits
Captify
Managing Director: Jaclyn Hadida
Sydney Sales Lead: Taylor Digirolamo
Head of Client Services: Naphaly Siackhaone
Insights Lead: Napasudu Pimthepa
OMD
Senior Account Manager: Sophie Wood
Bacardi
Interim Senior Brand Manager: Sonal Kohl