How it started

Promoting a consumer-centric culture is a strategic brand pillar at Pernod Ricard. In China, the team had developed a rich study on Moments of Consumption (MOCs), identifying 19 key moments and 11 consumer segments. The challenge, however, was turning this depth of insight into something a broad group of internal stakeholders could easily engage with, absorb and connect to.

How we inspired change

We transformed the insights into a live, reality show-inspired experience, designed to immerse stakeholders in real consumer moments.

Blending storytelling with the interactive dynamics of live streaming, the format allowed people to actively engage, ask questions and explore the insights in context.

The approach included:

1. Casting candidates for live streaming: We organised a casting, supported by our fieldwork partner, to find the perfect candidates for our reality show. The focus was on matching the MOCs with the right consumer segments.
2. Storyline: We met with the selected candidates at the locations where they last experienced the assigned MOC to revisit those moments and bring the context to life.
3. Involving the audience: The show was hosted on Vhall, an interactive live streaming platform, with familiar features such as real-time interaction and virtual gifting.

How it lives on

Over 150 stakeholders joined the live experience and remained highly engaged throughout.

By turning insights into something people could see and feel, the session sparked stronger interest and internal conversation. It helped teams connect more deeply with consumer realities and increased buy-in for a more consumer-centric way of thinking across the organisation.