The global market size of alcoholic beverages in 2020 was $1.49 trillion. Although the yearly revenue had decreased by $200 billion from the previous year, it is still expected to hit $1.684 trillion by 2025, registering a CAGR of 2% between 2018 and 2025.
However, in today’s day and age where companies have a plethora of mediums that they can leverage to boost their branding, they need to be constantly on their toes to maintain their edge over their competitors. To that end, Twitter, which is one of the oldest and most widely used social media platforms, has played a vital role in giving companies a firm footing in their respective niches.
So, here are three alcohol brands that used Twitter successfully to not just cement their position in this highly competitive sector, but also improve their overall brand messaging.
1. Stella Artois
As one of the leading global alcohol brands, Stella sought to tap into the potential of International Beer Day and get people to talk about their brand more.
Their Objectives
By getting people to engage with their #InternationalBeerDay campaign, Stella wanted people to start talking about their brand in the process. Research suggests that conversation can drive business impact.
Approach & Solution
As many people found it difficult to travel and be together with their friends and family, Stella made sure it connected people virtually to celebrate International Beer Day.
Stella, along with its agency partner DraftLine encouraged people to order a Stella in any non-English language with Twitter’s new Voice Tweets feature by using #FluentInStella. Also, they delighted their fans with prizes, that included free beer. Moreover, other ABI brands joined the bandwagon to boost #FluentInStella amongst their followers.
To encourage fan participation, Stella tweeted throughout the day and experimented with short-form videos to reach people across passion points. Stella also joined other ABI brands in hosting the live-streamed International beer Fest event, where celebrity chefs led cooking classes and gave away culinary prizes.
The Result
The #FluentInStella campaign resulted in a 2100% increase in the brand mentions for Stella compared to a day before. Also, it experienced a 3300% boost in positive brand sentiment with regards to the previous day.
Moreover, the tweets from consumers were represented in over 25 languages during the campaign.
2. St-Germain Liqueur
Popular beverage and alcohol brand St-Germain Liqueur sought to go past its status as the darling of mixologists and popularize itself as a “daylight cocktail”.
Their Objectives
St-Germain Liqueur wanted to cement its position as a “daylight cocktail” to deliver the message to its consumers that they can celebrate the beautiful moments from their everyday lives with a toast of St-Germain.
Approach & Solution
American live video streaming platform Periscope provided St-Germain with a platform that could immerse the audiences in an intimate moment. They collaborated with prominent director Floria Sigismondi for choreographing six live streams reflecting the brand’s trademark French aesthetic.
Moreover, they found inspiration in past St-Germain campaigns, which featured postcards of Parisian women in their boudoir. They partnered with creative agency POSSIBLE, whose female-led team brought the black-and-white snapshots to life in a live video peep show on Periscope.
These videos were shot on an iPhone 6 through a peephole, thereby, creating a sense of voyeurism. It gave the consumers an idea of how to celebrate the spontaneity of fleeting moments from one’s life.
The Result
The campaign was a massive success for St-Germain, resulting in a 26% increase in the Promoted Tweet engagement. Also, the peep show brought about a significant increase in the brand mentions of St-Germain on Twitter, with an overwhelmingly positive sentiment.
3. Patrón Tequila
Leading alcohol brand Patrón Tequila was looking for a way to capitalize on the elusive legal drinking age millennial audience and bring forth its versatility in cocktail trends.
Their Objectives
Since people on Twitter have a particularly discovery mindset, Patrón created the “Bot-Tender”- a chatbot spin-off of the “bartender” existing in Patrón’s Direct Messages. Patrón sought to bring awareness of its chatbot to a wider audience.
Approach & Solution
Patrón made great use of the Direct Message Card (DMG) to increase awareness about its chatbot amongst its hard-to-reach LDA millennial audience. DMG is an ad format with customizable CTAs that are meant to lead consumers into a personalized, one-on-one brand experience with chatbots.
Patrón used visually-appealing creatives to grab people’s attention and made it easy for people to create their perfect summer cocktail. By offering instant access to various recipes directly on Twitter, Patrón also differentiated its brand through its fun Bot-Tender. This allowed consumers to keep track of their favorite recipes easily and also look for new ones by simply re-engaging with the chatbot from their Direct Message inbox.
Patrón enhanced the clickthrough rates through the creation of multiple creatives based on summer flavors. It also included four occasions as CTAs to lead consumers to immediately personalized experiences.
The Result
The promotion of the Bot-Tender chatbot turned into a major success for Patrón Tequila. Of all the people who interacted with the Bot-Tender across different platforms, 67% of the total conversions took place on Twitter.
The Direct Message Card ad also raked in an impressive clickthrough rate of 2.6%. The number of recipes served by the chatbot was also 2X higher than Patrón’s expectations. Also, 39% of the recipes served in Direct Messages resulted in website views.
Moreover, the launch of the Direct Message Card and Bot-Tender chatbot brought about an 11,000% boost in Direct Messages on Twitter since summer 2016.
Bottom Line
Over the years, Twitter has firmly cemented its position as a platform that allows brands to communicate to their potential users what their brand stands for. Therefore, if your campaign is designed in such a way that it boosts the overall engagement from your existing and potential consumers, it can significantly boost your brand awareness. Also, leveraging Twitter’s features like Voice Tweets and Direct Message Card can help you greatly in not just augmenting your presence on the platform but also driving a higher degree of engagement from your consumers.
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