CAPTAIN MORGAN

Our challenge was to get as up-close as possible to the target audience in Germany and the US, garnering a sense of how they organise their evenings out and what roles media/social media play in that organisation. Additionally, we looked at the dynamics of the nights out, spend trends and what turns a normal night into a big night; also the process through which a night out is retrospectively mythologised.

Our approach centred on maintaining a consistent (day and night) dialogue with respondents over two weeks, using Twitter as a means of gathering live, granular detail via SMS. We supported the Twitter work with depth interviews and desk research to piece all parts of the jigsaw together.

We worked alongside Naked Communications on this, our insight helping to shape everything from the broader comms strategy to specific details of the digital marketing.

“I’ve had the great pleasure to work with Crowd DNA on the Captain Morgan project and found that they certainly live up to their reputation for the UK’s most innovative approach to consumer understanding. Providing fantastically practical insight, I would highly recommended Crowd DNA to anyone looking for a ‘better way’ to get to know their consumers. Simply put, they’re a brilliant group of people who are eternally inquisitive about the ticks and tocks of people and macro and micro cultures." (Alex Siewart, strategy director, Naked Communications)