While most will not recognize the name, Jonathan Goldsmith has become perhaps the most recognizable man, as well as the most interesting man. Since his 2006 debut in the well-known Dos Equis beer campaign, this fictional character quickly found his way into pop culture, often quoted and making regular appearances in social media memes.
According to Ad Age, the creators of the campaign never imagined just how much of a hit this campaign would be, nor the phenomenal results it would produce:
“Dos Equis sales soared, more than doubling between 2006 and 2011 to more than 15 million cases, according to Heineken USA.”
Arguably, one of the primary reasons for the success of the Most Interesting Man campaign is that it was a refreshing departure from the typical beer commercial template. Why did the Dos Equis team decide to take such a risk? They developed a buyer persona.
In order to create a character who would break the mold, Dos Equis took time to consider their customers:
“While so many spots featured fancy cars, hot babes or exotic locations, the Dos Equis team discovered that “more than anything else, [drinkers] really wanted to be seen as interesting by their friends,” said Senior Brand Director Paul Smailes.”
And so, through the development of a buyer persona, an iconic fictional character was born, and a lot of beer was sold.
Though you may not sell a product that is likely to attract the attention of pop culture, you could realize significant sales growth by using buyer personas and inbound marketing strategies.
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