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Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys
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Facebook Audience Comparison: St. Patrick's Day - Guinness, Jameson, and Baileys

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St. Patrick's day is almost here and the onslaught of shamrocks and leprechauns has marketers all over the US seeing green. We're raising a glass to data-driven ad targeting with our St. Patrick's Day …

St. Patrick's day is almost here and the onslaught of shamrocks and leprechauns has marketers all over the US seeing green. We're raising a glass to data-driven ad targeting with our St. Patrick's Day Facebook Brand Breakdown, an overview of fans interested in the keywords #Baileys Irish Cream, #Jameson Irish Whiskey, and #Guinness.

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  • 1. bn.co St. Patrick’s Day Facebook Brand Breakdown Baileys Jameson guinNess bn. B ROUGHT TO YOU B Y:
  • 2. bn.co 01 St. Patrick’s Day is almost here and many brands are raising a glass to the onslaught of shamrocks, leprechauns and all things Irish. It’s not hard to see why marketers are excited, seeing as Americans forked over about $4.7 billion in 2013 to celebrate the big day. With consumers spending some serious green (pun intended) over the course of just one day, you can guess where the bulk of their money was spent… If anyone is poised for success on March 17th, we daresay Ireland’s most “liked” alcohol brands have a surefire leg up. 01 bn.
  • 3. bn.co 02 How can brands rely on more than just the luck of the Irish for Facebook success? With an overwhelming amount of social chatter taking place online, getting your message to stand out can be like asking fans to find the four leaf clover in a field of otherwise ordinary grass. Fear not! With the help of properly targeted media, marketers can be sure that their message is reaching the right audience, despite the overwhelming competition for News Feed real estate. With the help of our bn.data suite of tools we did some research on potential ad audiences for a few of our favorite Irish drinks of choice. Take a look at what we found when we used our Audience Matrix tool to examine Facebook users against keywords for some very well known Irish drink brands. We present Guinness, Baileys and Jameson - Datafied. 0102 bn.
  • 4. bn.co When maximizing media cost effectiveness, it helps to find fans who are more likely to click on your ads. This can be achieved by targeting audiences by likes, interests, demographics, etc... To choose targeting options that should perform best, we can run an index on people who are interested in a brand keyword to better understand trends and correlations. Index numbers can be thought of as “are more likely than an typical Facebook user”, with 100 representing the average. In this respect, someone who indexes at 350 would be 3.5x more likely than an average person to fit a targeting segment. Keep in mind, indexes are good for directional correlation, not exact relationships. We examined the indexes for Facebook users and the keywords: #Guinness, #Jameson Irish Whiskey, and #Baileys Irish Cream. 0103 bn. Methodology: Before we get started, let’s chat strategy.
  • 5. bn.co Baileys Irish Cream Liqueur has been, “making life more delicious and moments with friends more memorable” since 1974. Since joining Facebook in 2009, the Baileys US page has amassed 973k fans. US REACH 2,171,060 MALE 21.8% FEMALE 78.2% AVG. AGE 21.8 AGE INDEX 13-17 4 18-24 104 25-34 151 35-44 98 45-54 73 45-54 56 BROAD CATEGORIES INDEX Personal Finance 663 DIY/Crafts 521 Independent Films 439 Cats 428 Real/Estate 423 TOPICS INDEX Buchanan’s 2,338 Malibu Rum 2,166 Old Forester 1,888 Pinnacle Vodka 1,790 Johnnie Walker 1,688 CITIES INDEX El Paso, TX 207 Detroit, MI 171 Cleveland, OH 167 Bronx, NY 162 Pittsburgh, PA 160 03 Baileys #Baileys Irish Cream 0104 bn.
  • 6. bn.co Perhaps the most well known Irish whiskey, Jameson prides themselves on craft and tradition. With roughly 576,000 fans on Facebook, Jameson’s page is a hub for videos, recipes and an emphasis on enjoying their product responsibly. US REACH 1,357,240 MALE 75.1% FEMALE 24.9% AVG. AGE 32.4 AGE INDEX 13-17 2 18-24 92 25-34 177 35-44 102 45-54 57 45-54 36 BROAD CATEGORIES INDEX Sports Movies 521 Personal Finance 417 Independent Films 408 Fantasy Sports 391 Beer/Wine/Spirits 378 TOPICS INDEX Buchanan’s 2,338 Chivas Regal 2,166 Bullet Bourbon 1,888 Tanqueray 1,790 Buffalo Trace Distillery 1,688 CITIES INDEX Tucson, AZ 193 Baltimore, MD 191 El Paso, TX 171 Denver, CO 152 Indianapolis 146 03 Jameson #Jameson Irish Whisky 0105 bn.
  • 7. bn.co One of Ireland’s most well known pints, Guinness is known for its bold appearance and signature six-step pour. Over 2.6 million fans strong, their Facebook page offers up a tutorial, photos and a Pub Finder application. US REACH 2,230,000 MALE 69.0% FEMALE 31.0% AVG. AGE 32.4 AGE INDEX 13-17 50 18-24 109 25-34 133 35-44 111 45-54 76 45-54 37 BROAD CATEGORIES INDEX Sports Movies 527 Fantasy Sports 440 Independent Films 421 Bollywood 406 Personal Finance 405 TOPICS INDEX Founder’s Brewing Co. 4,239 Foster’s Lager 4,091 Bells’ Brewery 3,929 Kirin Brewery Co. 3,929 Deschutes Brewery 3,929 CITIES INDEX El Paso, TX 207 Detroit, MI 171 Cleveland, OH 167 Bronx, NY 162 Pittsburgh, PA 160 Guinness #Guinness 0106 bn.
  • 8. bn.co Key Audience Observations Guinness and Jameson appeal more to a young thirty-something male audience. All three audiences tended to skew over 21 in age and overindexed on alcohol brands in general, in addition to the one they were being associated with. Women in their early twenties tend to index higher for Baileys. Baileys had the strongest presence in the Northeast and Midwest, while Jameson indexed higher in the Midwest and Southwest. Guinness was more spread out, with concentrations in the Northeast and Midwest. All three lacked in cities from the West Coast. Both Jameson and Guinness audiences over-index on sports related interests, while Baileys’ audience enjoys very different pastimes, such as DIY/Crafts and Personal Finance. 07bn.co
  • 9. bn.co Utilizing our Brand Portfolio tool, we were able to compare post timing and messaging for these pages side by side. Drinking time is synonymous with posting time (hopefully not for the people actually doing the posting). • All three brands posted 5-6 times per week during the afternoon and night, with majority of their posts around “happy hour”. • All three brands seem to heavy-up on posts Thursday through Saturday. What are your favorite drinking buddies saying? • Several consistent posting themes emerged between all three brands, the most prevalent being product shots. • Another similar theme was “emotional messaging” tied to the experience of drinking their products. For Baileys, glamorous, sweet indulgence was the name of the game, while Jameson focused on no-nonsense tradition and Guinness tied their products to camaraderie and fun. Posting Content and Cadence 0108 bn.
  • 10. bn.co All three brands have a very similar posting strategy as it relates to time of day and number of posts per week. Any of the three could explore uncharted territory and try posting outside of traditional hours. A lot of the content for these pages centered on a few similar overarching themes. By studying the categories and topics that their potential audiences are over-indexing on, these brands could identify new message themes and differentiate their posting strategy. With audience sizes in the hundreds of thousands and even millions, Jameson, Baileys and Guinness may not be getting their message in front of a majority of their fans’ eyes. Using the indexes we discussed, among other targeting categories, these brands could ensure that these brands could ensure they’re reaching the most appropriate audience, who are most likely to engage with them at the lowest cost. Recommendations 0109 bn.
  • 11. bn.co Brand Networks offers powerful Facebook advertising solutions to help you show the right ad to the right audience at the right time. Contact sales to learn more: newbusiness@bn.co

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