Bud Light Platinum Case Study
2
Fueled By Metrics Why Bud Light Platinum Chose Simply Measured’s Analytics Tools to Perform The First Truly Social Beer Launch [email protected] 1 Anheuser-Busch and their agency Translation launched the new premium brand Bud Light Platinum with a plan to leverage social analytics for Facebook, Twitter and YouTube. They chose Simply Measured for their industry-leading cross-channel measurement, on-demand reporting with exceptional depth, and scalable enterprise platform. When Bud light Platinum launched, their marketing and promotional teams were faced with questions they’d never had to answer before: How do you leverage social media in a market that’s seen unmatched success with their traditional print, TV and display campaigns? The new brand and their agency, Translation, turned to Simply Measured to answer this question. After landing on a socially-driven campaign idea, they needed to figure out how to leverage Twitter, Facebook and Youtube promotion in a way that allowed them to adapt and grow throughout the campaign. Tracking Twitter and Tweaking Tactics Bud Light Platinum’s launch was broken up into two phases on Twitter and Facebook. On Twitter, the strategy centered around one specific hashtag: #MakeItPlatinum “Our charge was to launch Bud Light Platinum in such a way that will connect the brand to culture.” For the Twitter campaign, BLP and Translation decided against using a brand handle to promote their message to the masses. Instead, they leveraged their Super Bowl ads to include the hashtag. They also built buzz around the launch by paying “influencers” to use the tag in high profile tweets that also included the term #paid. This example from actor Tristan Wilds is one of 18 tweets that reached over 3.8 million people during Phase One of the launch. By using Simply Measured’s reports, Translation was able to identify that the tweets containing text between the #MakeItPlatinum and #Paid tags received higher engagement. They were able to leverage this data in Phase Two, where their 21 influencer tweets were retweeted 680+ times and reached over 10 million people. The hashtag was used 21,092 times in Phase Two, which was a 1417% change over Phase One. The Simply Measured insight they were able to gain and utilize from their Phase One report helped propel the brand throughout Phase Two and grow engagement at a rate no other Super Bowl hashtag was able to achieve. Without a central account, the hashtag continued to see engagement that Translation and Bud Light Platinum have been able to learn from. This insight and understanding of their Twitter audience and target demographic gained from the reports helped them make the decision to
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How Bud Light Platinum used Simply Measured to Power A Successful Product Launch
Transcript of Bud Light Platinum Case Study
Fueled By Metrics Why Bud Light Platinum Chose Simply Measured’s Analytics Tools to Perform The First Truly Social Beer Launch
Anheuser-Busch and their agency Translation launched the new premium brand Bud Light Platinum with a plan to leverage social analytics for Facebook, Twitter and YouTube. They chose Simply Measured for their industry-leading cross-channel measurement, on-demand reporting with exceptional depth, and scalable enterprise platform.
When Bud light Platinum
launched, their marketing and
promotional teams were faced
with questions they’d never had
to answer before: How do you
leverage social media in a market
that’s seen unmatched success
with their traditional print, TV
and display campaigns?
The new brand and their agency,
Translation, turned to Simply Measured to
answer this question. After landing on a
socially-driven campaign idea, they needed to
figure out how to leverage Twitter, Facebook
and Youtube promotion in a way that allowed
them to adapt and grow throughout the
campaign.
Tracking Twitter and Tweaking Tactics
Bud Light Platinum’s launch was broken up into
two phases on Twitter and Facebook. On
Twitter, the strategy centered around one
specific hashtag: #MakeItPlatinum
“Our charge was to launch Bud Light Platinum
in such a way that will connect the brand to
culture.”
For the Twitter campaign, BLP and Translation
decided against using a brand handle to
promote their message to the masses. Instead,
they leveraged their Super Bowl ads to include
the hashtag. They also built buzz around the
launch by paying “influencers” to use the tag in
high profile tweets that
also included the term
#paid. This example
from actor Tristan Wilds
is one of 18 tweets that
reached over 3.8 million
people during Phase
One of the launch.
By using Simply Measured’s reports, Translation
was able to identify that the tweets containing
text between the #MakeItPlatinum and #Paid
tags received higher engagement.
They were able to leverage this data in Phase
Two, where their 21 influencer tweets were
retweeted 680+ times and reached over 10
million people. The hashtag was used 21,092
times in Phase Two, which was a 1417% change
over Phase One.
The Simply Measured insight they were able to
gain and utilize from their Phase One report
helped propel the brand throughout Phase Two
and grow engagement at a rate no other Super
Bowl hashtag was able to achieve.
Without a central account, the hashtag
continued to see engagement that Translation
and Bud Light Platinum have been able to learn
from.
This insight and understanding of their Twitter
audience and target demographic gained from
the reports helped them make the decision to
Fueled By Metrics Why Bud Light Platinum Chose Simply Measured’s Analytics Tools to Perform The First Truly Social Beer Launch
add a dedicated brand handle. In November,
they added @BLPlatinum, and they continue to
use Simply Measured reports to track and learn
from both the hashtag traffic and account.
Finding Success on Facebook
Bud Light Platinum went a different way on
Facebook, opting for a branded page that
created and promoted content.
The Facebook page began posting content in
November of 2010, and developed a quick fan
base by recognizing that the engagement, reach
and virality metrics of their photo content were
much stronger than their normal posts, or even
video content.
While they didn’t focus on an influencer
program with their Facebook strategy, they did
leverage their Super Bowl ad featuring the song
“Levels” by Avicii. The artist posted the video to
his own Facebook page on the morning of the
Super Bowl (including the non-trackable
#MakeItPlatinum hashtag for brand continuity)
and quickly built interest. The post has been
shared almost 700 times.
Bud Light Platinum posted both Super Bowl
spots from their page as well, but after looking
at the engagement metrics, they were able to
see the benefit to photo content.
Leveraging this data-driven insight, the brand
created a Bud Light Platinum “meme” template
that allowed for text to be added to a photo to
gain that desired virality.
This same insight helped the brand choose
which campaigns to promote and invest in
based on previous successes.
The metric-driven campaign alterations that
Bud Light Platinum was able to make based on
their regular use of Simply Measured’s
reporting tools, as well as the competitive
comparison helped drive over 4,000 new fans a
day during the two months after the Super
Bowl.
To date, their Fan Page has over 442,000 fans,
and they continue to monitor engagement to
develop and enrich their campaigns using
Simply Measured.
To learn how Simply Measured can bring your
brand the same actionable reporting seen by
Bud Light Platinum request a comprehensive 15
Day Trial today.
