Successful Beverage Brands on Facebook

Social media campaigns are a great way to make connections with the audience whom the brand wants to engage. Every brand follows a different strategy for Social Media Campaigns and execute the strategy in a different way. the best type of campaigns are those which resonate with the audience and makes them talk back.

 Today, i will analyze three different beverage brands on Facebook including their Facebook marketing strategy and campaigns. All of these campaigns did very well in terms of earning engagement, getting likes and increasing the buzz about the product. For each social media successful campaign we will see what worked for their brand and how they do things differently on Facebook page. Facebook strategies that set them apart from the competition are remarkable. 

The brands that i chose are Coca Cola,  Bud Light and Heineken Light

Coca Cola

They are the most successful brands available on facebook and have highly engaged audience. To create awareness around the return of the iconic polar bears they launched a multichannel campaign with strong focus on sales. It was an integrated campaign for TV, video and facebook.  They got 3.6 times increased ROI than TV.

Coca Cola used the video create by Ridley Scott to build the buzz around the brand through sponsored posts. They showed the complete ad on the day it was aired on TV. Integrating the marketing mediums. Facebook ads magnified the impact of the video on a much lower price. Also, 27% of their incremental sales came through Facebook.

Success Tips:

·      Create a theme

·      Keep goals clear

·      Include video content

·      Create a mascot/ face of the brand

·      If the budget allows, go for larger ad spaces like logout page.

·      Promote video in chunks – user is more likely to view and share

Fb Page:

·      Appropriate use of hash tags

·      Highlighting the product

·      Good use of images, pictures and design

·      Tone is very happy go lucky, no heavy messaging

·      Notice the profile picture, their product is the hero!

·      Highlighting the causes they support- builds credibility

·      Use of cover picture is amazing with minimalistic design elements

·      Maximum content is video highlight the product, company policies

·      Timely interactions with the user, solving issues and talking back to negative comments

Heineken Light

The beer brand executed a video ad campaign featuring actor Neil Patrcik Harris in 3 short videos. The brand has earlier won best tasting light beer at 2013 Beer championship, Heineken Light and wanted to establish this brand reputation in the user.

The objective was to generate awareness and position the brand. The concept was around the fact that regulations prohibit actors to drink the actual beer while promoting in the beer commercials.

The brand used facebook’s reach and frequency to connect with the target market of 21-34 years in the US at specific time when that group is most active. They reached 54% of its target audience and awareness increased by 11% in 3 days.

Success Tips:

·      Use video content

·      Use small messages

·      Highlight the product

·      New and relatable ideas

·      Make it easy to share & understand

·      Target your content for the audience

·      Get a brand ambassador identical to the product or brand

Fb Page:

·      Quick user interaction

·      Engaging content about feelings

·      Interesting campaign to attract users

·      Good handling of negative comments

·      Every post has a theme- easy to recall

·      Video content is used to highlight the product

·      Excellent mix of images and video in a single post

·      Hash tags are used to make campaign easy to recall

·

Bud Light

This brand only used facebook to increase reach and frequency of its most engaging posts. They leveraged already good performing content to reach more people through ads. The campaign lasted for a 4-week period. The brand kicked the offline sales by using the top content between Dec 3- Dec 31, 2012. The highly engaging post ad showed someone pouring a bud light from the smart phone.

Success Tips:

·      Use insights for research

·      Promote to reach to more people

·      Value the content and re-purpose it.

·      Make the content for target audience

·      Use interesting visuals to make a mark

·      Highlight the product in all type of content

Fb Page:

·      Videos are used

·      Creative campaigns

·      Consumer story video

·      Writing for the events

·      Use of trending hash tags

·      Interactions with users are fast

·      Consistent posts around a campaign

·      Negative comments are handled nicely

Well, I had a great time looking at such fabulous content. And I suggest everybody who wants to pursue marketing, should have a look at all of them. I feel all of them are generating great content and capitalizing it well.

But I liked the most interesting content on Heineken, the way they are using videos and graphics together. Also, how they have a feel of their brand’s color in every visual. I also admire the way they used the brand ambassador with their product and how they used facebook sponsored ads to reach to more people. Great Job! 

Love 

Dextrous