Client Results / Agencies / Drum Berocca Case Study
Getting past assumptions to avoid bandwagon branding
Project Type
Go to market strategy
Agency
Drum
The Challenge
Drum came to us with a clear goal: help Berocca authentically connect with esports players as they launched a new product.
The hurdle? Esports audiences have seen plenty of bandwagon branding, but they value community, growth, and authenticity. We needed to get past assumptions to find what really mattered to this group.
The Solution
We defined who to include in research - based on real data - and built an online way to test ideas with them that was respectful and easy for participants to take part in.
Honoco Research Programme (HRP)
Our quarterly quant study gave Drum a clear demographic, psychographic, and behavioural profile of the esports audience.
Digital Opinions
A custom online study designed to give digital natives flexibility to engage while avoiding the group think pitfalls of traditional focus groups. Two esports players even volunteered as moderators, creating a peer-led environment for more honest insights.
Unique tools
The range of methodologies and unique activities like heat-maps to test concepts, meant we uncovered rich data on motivations, behaviours, and preferences that typical focus groups would have missed.
The Outcome
Drum were able to get to work, armed with research and the ‘so what’ that’s critical for turning data into strategy. We shared:
Five detailed audience segments with motivations, habits, and content preferences
A clear distinction between gaming and esports audiences
Clarity on what the esports world expects from non-endemic brands – from event partnerships to health and wellbeing conversations
The ‘so what’ of insights is what drives us – so we outlined practical ways Berocca could take part in esports, like when and where to show up, and what would feel useful and relevant to the community.