Discover how Diageo used Sproxil Champion to drive over 20 million consumers of McDowell to buy other products, use various channels to create top-of-mind awareness and taste in product and packaging.
QUICK FACTS
- Diageo intended to drive down counterfeits by using consumer loyalty rewards for buying genuine
- Champion is now used on millions of Diageo spirits and brands with tens of millions of consumers
- Diageo turned to Sproxil Champion® and gained 20 million consumers, an extreme success in the
industry
PROBLEM
USL determined that counterfeit operations had penetrated their supply chain for one of their products, McDowell’s No1 Whisky. They wanted to drive sales of the original product by embarking on a promotional campaign.
They decided that to drive sales to the maximum, they would start a loyalty program. They needed a system that could manage the campaign for them, collect data, and give them access to this data in real-time.
However, counterfeiting is just one of many threats to an alcoholic beverage company. Alcohol consumption is often a habit-forming activity; no consumer tends to stick to their favorite brands. However, it also happens very frequently in social settings where people are relaxed, thus likely to be influenced by suggestions from others.
Recognizing this strategic opportunity, Diageo decided to run consumer loyalty promotions to drive consumers loyal to buy only genuine brands, and also influence friends and families who drink, while receiving rewards from every bottle of whisky bought and consumed.
SOLUTION
Sproxil Champion® is a consumer loyalty solution for directly connecting with consumers to have the best chance of keeping them glued to your brand.
- Sproxil recommended for Diageo a mobile technology-based engagement and loyalty solution that would allow them to reward consumers with air-time per bottle of McDowell No.1 Whisky
- Each bottle was assigned universally unique codes, which were printed on the inside of the bottle cap Upon opening a bottle, all the customer had to do was send in an SMS with the unique codes from a mobile number to Sproxil’s designated code service. Each time an SMS was received by Sproxil, they received instant, free mobile recharges to that number
- With access to Sproxil’s data analytics portal, USL could access real-time, anonymized data about its consumers. From this, their marketing team could deduce information about buying behavior and other buyer patterns. With this data, they could run further engagement and retargeting campaigns that resonated better with their consumers
OUTCOME
Transparency and fraud Protection
- Campaigns also captured consumers who made cross purchases on other brands apart from McDowell
Fast-Growing Loyalty
- Diageo experienced a 2.5% increase in sales in geographic region within two months and over 20 million unique consumers across 30 different campaigns
One-Stop Visibility
- About 30% of existing consumers of Diageo spirits now use WhatsApp to enter into a promo
- Sproxil data analytics also give brand owners access to consumption through consumer participation across all states within the country
