Brand Awareness Expansion Strategy for a Major Beverage Manufacturer

A major beverage manufacturer launched a new product, but failed to meet its initial KPIs for brand awareness and recall.
Subsequent initiatives were implemented, but the product failed to expand beyond expectations. In particular, the intermediate metrics—social media engagement and user-generated content (UGC) volume—remained sluggish, and interactions on social media plateaued.
While the new product reached its target audience, it became clear that the brand message was not being effectively communicated.
Because it took two years from initial conception to launch, discussions arose within the responsible department questioning whether the messaging and initiatives were out of step with current trends.

We integrated customer data with advertising and social media performance data to conduct behavioral analysis by customer segment and multiple regression analysis for each initiative.
We identified segments with high purchase frequency and digital response rates using retail store data and available data sources.
Furthermore, we collaborated with agencies and creative partners to propose and optimize creative assets and messaging for advertising and social media campaigns.
We developed a Proof of Concept (PoC) plan and examined verification methods. Through repeated A/B testing, we identified the most effective combinations to ensure each segment received the optimal advertising.

Based on the analysis results, we measured the step-by-step KPI achievement simulated while implementing flexible budget allocation. This led to improved reach quality and observed gains in digital metrics, prompting a large-scale awareness survey.
Sales increased by +12 points over two months, driven by the significant growth observed since launch. User-generated content (UGC) and interaction rates also reached 130% compared to the same period last year.