Case Study: Bacardi Japan achieves stronger brand outcomes with Ogury-powered dentsu persona hub

Bacardi Japan boosts positive brand image by 43pts with Ogury

Bacardi Japan faced the challenge of engaging a new generation of consumers in a fragmented media landscape, where traditional demographic targeting delivered reach without sustained relevance. To address this, they partnered with vendor Ogury and leveraged the dentsu persona hub, powered by Ogury's data, to build and activate a nuanced target audience persona.

The solution implemented by Ogury involved using its proprietary data to qualify audiences by directly asking them questions about their interests and purchasing habits. This strategy was activated across a major video platform, social media, and the open web. The campaign delivered outstanding results, including a video completion rate over 65% and a brand lift study showing a +43 point increase in positive brand image and a +17 point increase in purchase consideration for Bacardi Rum among those exposed to the Ogury-powered campaign.

Bacardi Japan