Diageo x Tootl

Problem: In India, alco-bev retail is a very small and unorganised sector. While sales at wine shops and liquor stores happen constantly, there is no information or record of who is the actual customer. 

Diageo wanted to know just who was buying their products, but didn’t know how to find out. They tasked us with this challenge. 

Our Solution: Partnering with Tootl, we created a pilot programme to capture user data via a combination of Tootl + AI powered devices placed at liquor stores in Gurgaon + in-bottle technology + retailer incentive + consumer incentive. A simple question was asked to customers, and they could win a brand new bag with their purchases. 

Based on the data collected, we created a profile of the black & white consumers with respect to age, gender, time of purchase, choice of store, contact details and many more behavioural traits that helped the brand craft communication and target these audiences on multiple digital platforms to drive further sales.

We ended up building an end-to-end media ecosystem that connected the entire consumer journey, all the way till the last mile, that could be used to serve sharper content, offers and advertising on digital platforms to these consumers. The best part? Black & White sold out the first day of launch! 

Metrics during the duration of the campaign:
Avg conversion rate of 14.5%
100.4M impressions captured
12000+ bottles sold in 2 months
Established a mechanism to attribute sales to an ATL activity