Lion

Lion, Australia’s second-largest brewer has 23 brands, each with different consumers, preferences, and drinking occasions. However, due to Apple iOS privacy updates and the death of 3rd party cookies, Lion was finding it increasingly difficult to identify and market to each of these different brand audiences on digital. This meant digital advertising would be targeting the wrong audience completely or not reaching our growth audiences.

We needed a strategy to build data and intelligence on our consumers, then activate this in our media buying.

We built Lion’s data and intelligence strategy with a multi-staged approach:

The right data

We started by implementing core MarTech foundational tools – a Customer Data Platform (Tealium CDP) and a Customer Engagement Platform (Braze) to capture, store, and activate customer data.

Customised journeys

Using data effectively meant we needed to improve the user experience across every touchpoint. We developed a customer lifecycle program to welcome, engage & re-engage lapsed users to Lion’s 6 most important brands.

We then created customised journeys for each brand. To further enrich our data, we built interactive elements into our journeys to gather product preference from users who’ve interacted, providing valuable insight back to brands.

• Increased deliverability +32% (through cleaner data)
• Open rate has increased +41%
• Click-through rate +35%. (Through better content)

Most importantly, it has delivered a culture shift within Lion on the value of data and digital to build brands.