Social media and digital transformation: the case of Pernod Ricard

Pernod Ricard manages a unique portfolio of worldwide brands, each of which has a very strong visual image with its consumers who are sometimes experts, passionate about the products. The digital revolution has fostered a closer relationship between the company and its consumers by limiting the role of communication and advertising agencies, and enhancing interactions within very active social networks. After getting to know its clientele for years because of information gleaned from social networks, Pernod Ricard has been able to use this information in order to establish an accurate impression which consumers have of each of its brands, in every country, and to discover the exact ‘moment of conviviality’ when its products are consumed. This precise knowledge allows the Group to carry out marketing activities which are well targeted, more reactive and less costly. This is a huge step forward.