Peroni

Understanding influencers

Overview

Agenda helps to understand the fast changing world of style and culture influencers; to plan powerful initiatives based on the findings

  • A live project since 2011, the methods used across the different phases of Agenda have been diverse – online communities, workshops, video blogging, ethnography, quantitative waves, too – but the objectives have remained consistent: ensure Peroni can make sense of influential audiences, how they reach their style, culture and entertainment choices, and thus the moves the brand needs to make to remain as utterly relevant as it can.

  • Next to mapping how influencers relate to brands and to notions of ‘premium’, we’ve also conducted competitor analysis, and got up close to particular themes such as food, travel, festivals and media. Sometimes we turn our attention more to the specifics of Peroni, collaborating with our Agenda participants to optimise experiential activity and comms, and to refine the message at the heart of the brand.

  • Of equal significance to the first rate insights and recommendations in the success of this project has been the focus on giving the work an identity. Hence the name Agenda (so much sharper than client teams referring to “that research project”) and a concentration on building a visual identity into the work, and editorialised assets. Ensuring impact, a guiding principle at Crowd DNA, has been particularly important.