Beyond KPI’s monitoring: How Pernod Ricard leverages social listening in a consumer-centric strategy

At Pernod Ricard, social listening is at the heart of our consumer centric strategy.

In order to follow the evolution of the performance of our brands and products online, seven brand companies and more than 24 markets monitor closely Radarly to derive insights and monitor social listening Strategic KPI’s. Social listening is not just limited to the marketing teams, other functions like operations, external communications or Global Travel Retail also leverage social listening.

In order to complement pricing studies and add another source of data, social listening was leveraged to help the global CI team to monitor mood and sentiment-related spirits in the context of inflation. In order to track the evolution of consumers’ attitudes towards recession and inflation for different industries, a dedicated recession barometer was set up on Radarly. One of the key learnings was that, compared with essential products and entertainment, consumers were putting less attention to W&S when it concerned the economic situation.

Another use case leveraged by Pernod Ricard was to understand the audience’s opinions about Drink Masters, the first-ever mixologist contest reality show on Netflix 🍹! We figured that the show created at least 40% more conversations around the show compared with similar shows on Netflix.

Brand Homes are leveraged by Pernod Ricard as touristic destinations. Visitor reviews from Tripadvisor and Google reviews were leveraged to enrich traditional social listening data.

The teams were amazed to discover the level of the spirits expertise of the consumers visiting the brand homes.

Key takeaways:

1. Ongoing monitoring on hot topics like the recession barometer.
2. Drink Master Assessment of the impact of Netflix show in SL.
3. The Brand Home reviews integration in Radarly.