Facebook analysis shows that blokey beer strategies still resonate

Does blokey beer advertising get your goat? The trouble is, it seems like it works ? at least that?s the conclusion I?m drawing from the research Expion has done into effective beer brand marketing on Facebook.

The info uses the 10 biggest beer brands, as calculated by The Drinks Business, and analyses their Facebook activity over the month of June. Here?s a snapshot of the three most popular posts by beer brands (click to make it bigger).

So that?s one post suggesting that beer is your best friend, one celebrating the relationship between a father and son via the cipher of a Clydesdale, and one declaring that dogs are a man?s best friend (presumably that?s for when beer is at the office or otherwise occupied?).

The point of Expion?s research is that it isn?t about how many fans you have, it?s how you engageme them ? in this case with some sentimental posts and a slight insult towards women who wear BFF pendants. (As an aside, a visit to the UK Budweiser Facebook page?shows that a lot of its activity is distinctly less blokey. Some of it even features women supporting their national football team.)

Peter Heffring, CEO of Expion, says in a release about the data: ?Many of the world?s biggest brands battle for the highest number of fans on Facebook yet it?s actually the levels of engagement that really matter. Its evident from our research that Bud Light has used Facebook intelligently and strategically to engage with its army of fans ? choosing to post meaningful and engaging posts as opposed to high volumes of irrelevant posts.?

So as disappointing as it might be, next time you see people moaning at a Special K ad telling women they can drop a dress size or an ad that claims a particular chocolate bar is only meant to be consumed by men, remember that it?s not necessarily the brand being dinosaurs ? it?s the consumers.

Source: http://wallblog.co.uk/2013/07/10/facebook-analysis-shows-that-blokey-beer-strategies-still-resonate/

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