[2016]
Bud Light
Digital experience strategy refresh
Revisioning the customer experience to better serve Millennial consumer needs.
Summary
Bud Light engaged our team at RED Interactive to lead the revisioning of their holistic digital customer experience strategy to better meet the needs and expectations of Millennial audiences. Facing declining sales and brand relevance among Millennial drinkers due to a rise in popularity of craft beer/spirits, Mexican beer brands (such as Tecate and Modelo) and new cultural trends disfavoring “mass consumer brands.”
Our team conducted a comprehensive data-driven assessment and analysis of the entire Bud Light digital experience and crafted a new Millennial-focused customer experience strategy and digital brand design system.
Process
The strategic development included:
- Sentiment analysis of beer brand reviews scraped from across the web
- Sales and marketing data analysis
- Ethnographic customer audience study
- Customer journey mapping
- Digital user experience audit and assessment
- Store visits and brewery facility tour
- Executive design thinking workshop
- Website and digital brand styleguide