This document discusses Star Beer's digital footprint and social media strategy in Nigeria. Some key points: - Star aims to engage optimistic young urban males through inspiring messages on social media. - It leads the alcohol category on Facebook in Nigeria but aims to increase followers on Twitter and downloads of its music app. - Major campaigns in 2013 included music video premieres and the Star Music Trek event, which drove thousands of social media posts. - Strategies involved paid social media ads, celebrity endorsements, app promotions, and hashtag campaigns. - Moving forward, Star aims to analyze social impact better, drive more earned media, expand its audience, and integrate augmented reality.

1. DIGITAL FOOTPRINT 2013

2. BRAND ROLE
CONSUMER
INSIGHT
Whatever the
situation, Star
inspires me to break
out and shine.
“Living today is a
struggle, and like many
I fear not making it. By
going for what I believe
in and thinking
positively, I will shine
(“I go shine”).”
TARGET CONSUMER
Lively and optimistic
(young) urban males
striving and aspiring
to achieve the best
out of life, in the
companionship of
friends.
BENEFITS
Star gives me a mild bitter
Refreshing taste.
When I drink a Star I
radiate optimism and
shine to others around
me.
BRAND ESSENCE
DARE TO SHINE
REASON TO BELIEVE
Star is Cold Filtered for that
truly satisfying refreshing taste.
Star is our nation’s #1 beer brand.
Star - like no other- knows the
Nigerian spirit better.
Vibrant
Witty
Daring
BRAND
PERSONALITY

3. Optimistic
Company Roots & Origin
Friendship
Youthful
Visual & Communication
Properties
Brand Pack shape &types
The Star. The race track and
authenticity logo.
Droplets - symbol of refreshment
60Cl bottle, 33Cl Can, Limited
Edition bottles.
Production, location &
process
Ingredients & product
intrinsic
Product-serving rituals
Cold Filtered filtration process.
Over 250 quality checks.
Malted barley, Malted Sorghum,
Water, Sucrose, Hops
Mild bitter taste – 5.1% ABV
Nigerian Breweries – Master
brewers since 1946.
Star 1st Nigerian beer - Our Own
since 1949.
Always a Cold serve! Star Glass.
Beer serve with appropriate foam
head and Lager nucleation (shiny
refreshing bubbles)
Conviction: Star believes everyone can shine

6. According to SocialBakers, a social media analysis platform the Star Nigeria Facebook page
Is among the top 20 in the country; however we are number one in the alcoholic category

7. Guinness VIP surpassed
our fan base on
facebook, in Q1,
this was due to their
sponsorship of the super
Eagles During AFCON
They were very heavy
on social media during
the competition, but
they could not sustain
the momentum.

8. GuinnessVIP had a large following on twitter as at Q2, that number dropped
drastically in Q3, We have not been able to explain the reason for this drop
Star_NG’s followership grew over 61% from Q2-Q3 the target for the year
is to have greater than 7,000 followers.

9. Video
Premiere:
Wizkid Azonto
Olamide
Durosoke
NCP:
Text and Play
Win and Shine
Star Music
App Launch
Official Naija Top
10 on MTV
Star Music
Chartshows
Star trek
Cool club Hop
with Star
Music

10. To amplify the Star MusicTrek activation in the digital space, consumers were encouraged
to join the online conversations using #NigeriaRocks, we recorded a total of 7,000 tweets
containing the hashtag.

11. Celebrities joining in the conversation online, to create awareness and engage
their followers

12. • We also placed ads on 2go and
Eskimi to create awareness for the event
RFID was used during StarMusicTrek, to amplify
the physical event on social media.
 MTN’s database was also profiled and SMS about the event was sent based on
location

13. For the Launch of the StarMusicApp in the digital space, consumers were encouraged
To join the online conversations using #NigeriaRocks, we recorded a total of 15,000 tweets,
Containing the hashtag.

14. For the launch of the Star Music app,
We used paid media channels to create
Awareness and push downloads
We used GCN Ads
as well as Ads on Blogs
with High Traffic

15. Creating conversations online for the game changing event

16. 77,538,509
Potential number of timelines that saw #NigeriaRocks and #WeLoveMusic

17. 62
Sentiment analysis examines tweets to show you what
people really think about your brand,
it groups keywords based on whether they’re positive,
negative, or neutral to come up with a score
56
Scores are from 1-100
50 being neutral

18. To Push the Star Win and Shine
message out further we
targeting we ran ads targeting
only Wi-Fi-enabled smart
phones.

19. Seeding of Star content
on media partners Facebook
pages

20. We use QR codes to encourage
further interactions With the brand
QR were placed on the
Communication materials for
Star Music Trek
The limited edition Star Music bottle
also has a QR code on it

21. The brand was one of the early adopters of the yahoo homepage takeover and as such
We were able to secure an independence day takeover. We also had homepage takeover
On Notjustok.

22. The brand engages its consumers on social media through online games and competition

24. Two of the hashtag the brand used to create conversations around its campaigns, were
trending topics at the time

25. While Serena Williams was in Lagos
For the breaking the mould campaign by
Amstel Malta she include #NigeriaRocks
In one of her tweets.

26. One of the key lessons for the brand so far is the importance of watermarking exclusive videos.
We premiered the Wizkid Azonto video on the Star Music app and within hours it was already
On various YouTube pages and Blog with no possible way on certifying it came from the app,
The next exclusive premiere was for Durosoke by Olamide, we made sure it was watermarked

27. Access to social media analytics platform, we would be able to analyze the impact of our
campaigns
Create content/stories that generate earned media spots for the brand
Be in the thousand range on all social media platform, On Facebook we should hit half a
Million likes by the end of 2014
Achieve a million downloads with the Star Music app
Start integrating augmented reality into our communication materials.

28. Social Media for the Brand is Managed by Bytesizeng
Generation E is in charge of the Brand website
70th precinct is in charge of managing the Star Music App