At a Glance: Using NetBase for their social intelligence, the company and its agency partner Zocalo defined a “precision marketing” strategy for getting the right content to the right people at the right time. Introduction: Assessing a Crisis How do you launch an unknown product in a new market with a limited budget? That’s the question Britvic, a leading UK-based beverage company, was faced with as it prepared to introduce the Fruit Shoot brand into a highly competitive United States’ juice market. Without the brand recognition and budget of established category juggernauts Capri Sun and Kool-Aid, Britvic needed to capitalize on social to gain significant traction and competitive advantage against the competition. Brand Awareness grew significantly by 9% 200% increase in

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