top of page

Customer Journey Mapping

DIAGEO
Redefining relevance to win over a new audience
Screenshot 2025-01-13 at 12.41.48.png
Digitally savvy trendsetters
Must have the right things on the table
Influenced by
their friends' recommendations
Brand choices reflect their values - bold and unique
Customer Research
Insight
Seen as a drink for older men or students, Captain Morgan failed to capture the attention of a key audience in South Africa: young professionals focused on image, authenticity and aspiration. Research revealed a decline in brand meaning (-11%) and importance (-19%), with fewer than 25% seeing the brand as “modern and progressive.” The absence of a strong, relatable presence across key digital spaces – including vlogs, podcasts and social-driven communities – further alienated this audience.

Strategy
To reposition Captain Morgan and build emotional relevance, I mapped the customer journey to uncover key moments where the brand could create impact. This led to three strategic shifts, aligning brand opportunities with business goals and consumer behaviours:
​
  • Amplify authenticity: Strengthen Captain Morgan’s fun and carefree identity with relatable digital content, emphasising its mission to inspire fun while celebrating its rich heritage.
  • Increase relevance: Boost Captain Morgan’s presence in digital-first spaces to stay top-of-mind, while crafting unique drinking rituals and collaborating with mixologists to highlight its versatility.
  • Foster community: Create an online space for Captain Morgan where members can share recommendations, join events and enjoy exclusive loyalty rewards. â€‹

Impact
The customer journey map equipped Captain Morgan with a structured, insight-driven approach to re-engaging young professionals in South Africa – turning casual consumers into loyal advocates and repositioning the brand for long-term relevance.
​
Visualisation of the customer journey map
Screenshot 2024-12-20 at 15.46.17.png

Brands represent me

I gravitate toward authentic, purposeful brands that reflect my status, contribute to my local community and help me have a good time with friends and family. 

I love to experiment

I adapt my drinks to the vibe - Captain Morgan at home, trendier spirits when out. I need reasons to choose Captain Morgan, with ideas for how and where to enjoy it.

My life is online

I use my devices to connect, learn and express my individuality. With nearly 5 hours spent on social media daily, vlogs and video sites play a big role in shaping my image and building connections.

Grab my attention

I want a drink that’s easy to find, versatile enough for everyone to enjoy and great value. Captain Morgan needs to make my choice easy by standing out and being ready to grab from the shelf.

Make my experience effortless

I want stress-free hangouts with friends and family - good vibes only. If I have questions or feedback, reaching out to Captain Morgan should be quick and easy.

Engage with me

I want to be part of a community where I can connect, share experiences and get recommendations from people I trust. 

Make mine a Captain Morgan

To make Captain Morgan a regular choice, I need compelling reasons, motivations and rewards that resonate with me.

VIRGIN VOYAGES
Realigning experience with expectations
Screenshot 2025-01-02 at 10.31.44.png
"There's so much to take in, I don't want to miss out"
"I don't know what to expect - I've never been on a cruise before"
"I hope I've made the right choice"
"I need the important information highlighted"
Customer Feedback
Insight
Marketing itself as "rebellious luxe", Virgin Voyages offers upscale sea vacations to adults seeking something different from the usual cruise experience. However, customer feedback revealed a less-than-premium experience between booking and boarding: many felt unprepared and unsure of what to expect, leaving little room for excitement before setting sail.  

Strategy
I audited Virgin Voyages’ comms (emails, push notifications and website) using campaign performance, first party research and behavioural science. I identified three key challenges: firstly, advance bookers received too little information, while last minute-bookers were overwhelmed; secondly, important details weren’t provided early enough for customers to feel prepared; and thirdly, comms weren’t tailored, making it harder for customers to choose activities. 
 
To address this, I created a messaging framework tailored to the timeframe between booking and boarding. Across email, social and direct mail, essential information was highlighted early, clear expectations were set, and recommendations were personalised to each customers’ itinerary, preferences and past interactions. 

Impact​
The optimised customer journey resulted in an increase in RAPP’s quarterly budget to implement across the UK and US markets, boosting customer satisfaction and repeat bookings. 
bottom of page