Bringing a global beer brand closer to its customers
Putting customer voice at the heart of product development.
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Over 40,000 community responses across six-month project.
5 x quicker on insight delivery vs existing solution.
5 x cost saving vs existing solution.
Overview
Founded in Japan in 1889, Asahi Group has become one of the world’s largest beer, spirits, soft drinks and food businesses, with a multitude of major international brands in its portfolio.
Aim
Build online customer communities across key international markets enabling agile connections for insight, product development and feedback on marketing campaigns.
Strategy
We recruited five 1,000 strong communities across the UK, Canada, US, Australia and France based on granular customer segments, profiled against Asahi’s target consumer. These communities were used on an ongoing basis to provide everything from insight and ideation around new product development, to feedback on marketing campaigns and activation – making customer voice an integral part of all planning and operations at Asahi.
Results
40,000 Over 40,000 community responses across six-month project.
5 x quicker on insight delivery vs existing solution.
5 x cost saving vs existing solution.
