Case Study: Leading Premium Spirits Distributing Company achieves targeted experiential marketing and improved ad-spend efficiency with Canvs Surveys

How to Use Canvs Surveys to Inform your Marketing Strategy

Leading Premium Spirits Distributing Company turned to Canvs and its Canvs Surveys product to better understand the moments that drive consumption for its premium spirits portfolio. Facing 6,700 open‑ended responses about “the last occasion you had a drink for,” the company needed a faster, more reliable alternative to slow, inconsistent manual coding to validate its experiential marketing strategy and guide ad spend.

Canvs processed the survey file in minutes using its NLP engine—deciphering slang, emojis, misspellings and subtle nuance across the dataset (over 500 million words/expressions)—and delivered demographic-filterable insights that revealed two high-value segments: Wealthy Party‑Goers (HHI $250k+, with “Party” 20%, “Birthday” 14%, “Friends” 14%) and Friendly Millennials (age 21–34, where “Time with Friends” is the top moment and “Birthday” accounts for 10.1% of emotional reactions). By using Canvs Surveys the distributor validated its experiential positioning, shifted creative toward friend- and party-focused messaging, optimized media placements, and achieved a more cost‑effective, targeted ad spend.