Hennessey
Hennessy Target:
African American Leisure
Hennessy Cognac wanted to reach African Americans between the ages of 21 and 35 who enjoy this spirit during relaxed occasions at the house or with a few friends. In addition to efficient targeting, GRP volume was a requirement in each of the 12 DMA’s.
ALCANCE used syndicated market research to first identify where the targeted audience lives, and then derive metrics to deliver GRP volume for each OOH element by market. Where vendors reported conflicting deliveries by allotment, ALCANCE used these metrics and its expertise to make appropriate adjustments.
The campaign succeeded in reaching the target audience, created a splash for the liquor brand and bolstered Hennessey’s brand profile.