Heineken vs Budlight on Facebook
Budlight
·
Bud Light’s Facebook page has posted extensive
content on its campaign. It posted almost every day for its “Bud Light Party”
campaign, however the space between its last two posts was almost two months.
·
The content posted on their Facebook page is
mostly funny videos that reinforce brand presence, promoting their political
“Bud Light party”. All posts are essentially advertisements and on their
Facebook page they do not use the 50/50 rule.
·
Bud Light’s most successful post was their Super
Bowl ad, with 33K likes and 3.7 million views. In my opinion, it was their most
successful ad because they strategically created a video for the Superbowl, a
popular event that ties heavily with beer. Bud Light also hired Seth Rogen, a
popular comedy actor. Rogen typically takes roles in movies directed to a young
audience, around the ages of 18-30, which is roughly the same age group Bud
Light targets.
Heineken
·
Heineken does not make regular posts on their
Facebook page; in 2015 they only posted 3 times.
·
The content they post is mainly promotional
content. Heineken hosts parties in different cities and a couple of their posts
were documenting the experiences. One of their posts in 2014 was an assortment
of pictures documenting a social drinking space they created.
The “Embrace the Cold” post is their most successful
relatively-recent post; it received a modest 4.3K likes. The reason for their
success is probably due to the identification that Canadians feel with cold
weather.
No comments:
Post a Comment