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Laphroaig, one of the most prestigious whisky brands in the world, trusted Optopus to carry out a digital transformation of its products using new innovative methods. The objective is to drive long-term growth through digital channels, and acted as a pilot test to potentially apply same methodology to other brands within the Beam Suntory group.
The project, led by its digital activation department and Optopus’ strategic and creative team, was divided into three phases:
1. Audit and research
We started with a packaging analysis using AI tracking technology. We were able to find out which information was most salient. Following brand guidelines and leveraging known purchase drivers, we created a hierarchy of electronic content to follow while optimizing the brand’s products.
2. Creation of mobile-ready hero images for ePackaging
The Optopus design team created ePackaging-optimized images to increase the visual impact of the products.These were created according to AI learnings and the defined e-content hierarchy.
3. Performance testing on Amazon
We conducted an A/B test on Amazon UK to measure the performance of MRHIs vs performance of MRHI against traditional images on product pages.
Three brand SKU’s were tested for two months using Amazong A/B testing techniques, comparing the standard product images with the optimized ePacks (or mobile-ready hero images).
The testing showed very revealing results. Product pages with optimized images obtained an increase of up to 37% in sales, in addition to a double-digit increase in visits. These results prompted the brand to carry out digital optimization for the rest of the SKUs, and apply it across all relevant global markets.
