Case Study: Havas reaches niche whiskey audiences with Audigent's curated PMPs

Havas reaches niche whiskey audiences with Audigent

The customer, Havas, faced the challenge of reaching a niche audience of whiskey drinkers and Conor McGregor fans for their client Proper Twelve whiskey while still maintaining sufficient campaign scale. To address this, they partnered with the vendor Audigent.

Audigent implemented its SmartPMPs, which leveraged exclusive first-party data from premium publisher partners. They also developed a custom contextual strategy to target the audience while they were engaging with relevant whiskey and Conor McGregor content. The case study states that Audigent's curated PMPs ultimately outperformed all other partners for Havas and Proper Twelve.

Havas