Testing relevance
in Africa
Helping Grant’s Whisky test relevance of a concept
in 4 African countries, and saving them from
wasted campaign dollars.
CREATIVES
0
DAYS TURNAROUND
0
CUSTOM QUESTIONS
0
Grant’s Whisky + Springleap
Problem
After much success in South Africa, Grant’s Whisky wanted to
move into emerging markets across Africa including Kenya,
Nigeria, Ghana and Angola. The brand had a campaign concept of
“shared success” and wanted to test its relevance in these markets.
Solution
Springleap chose 10 creatives from each country with different
design backgrounds and demographics. Each creative filled out a
Non Disclosure Agreement. We then administered surveys asking
for qualitative feedback on the campaign concept.
Impact
-
- Within a couple of days the brand received overwhelming feedback from
Nigeria, that the concept would not work as planned, as they don’t resonate
well with “shared success”. -
- It was decided not to launch the campaign in Nigeria and saved the brand
millions of dollars. -
- Actionable insights from the other countries guided the execution to be
tweaked to success in their respective countries.
