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Answer to case study "Budweiser influencer marketing strategy"...

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1. Analyze the various social media platforms as well as blogs in the case. What strategy do you Budweiser employed? Think of the following: a. Which sub segments did they end up targeting? b. What type of influencers did they work up? c. What is the type of content that these influencers are creating for Budweiser? In the latter half of the case study, the characteristics of each sub segment is thoroughly explained in detail and shows how these sub segments are different and unique. The main sub segment which the Budweiser company decided to target were decided by three “passion points”; music, food and travel. Considering these passion points, Budweiser ended up targeting the Adventurers, Connoisseurs and Dynamos sub segments. To target these sub segments effectively and efficiently, Budweiser had to find the perfect strategy and marketing channels through which they could communicate and promote to the target market. Budweiser itself owned a U.S. blog at the Budweiser.com website which featured news on its brand and recent updates. Alongside its own blog, Budweiser also sponsored two other U.S. blogs as well; The Beer Necessities and October. The former blog aimed to celebrate beer while unifying the industry. It had different articles which reviewed beers and foods while October featured articles focused on beers, reviews and opinion editorials. Budweiser also maintained its social presence on the three most famous social media platforms: Facebook, Instagram, and Twitter. Budweiser wanted to work the influencers who were ready to portray beer on their social media platforms. Influencers needed to have strong social media presence on Instagram and Snapchat, specifically in beauty, fashion and music. Considering this, Budweiser worked with macro and micro influencers to target the sub segments which had a strong young, loyal online following. The influencers would post several posts or tweets online for Budweiser and in return Budweiser would either pay the influencer or offer them different services. The influencers in return provided Budweiser with pictures of themselves posing with a beer in hand or reaction videos on their social media platforms to effectively to describe and correlate an emotional reaction with a beer.

2. How (if at all) are the other two major competitors targeting the 18-24 year old market in Canada? The two major competitors of Budweiser are Anheuser, with 43.6% of market by volume and 44.1% by value, and Molson Coors, with 34.1% of market by volume and 38% by value. Both of the competitors of Budweiser started using social media platforms early on to connect and communicate with their market target, especially that 18-24 year old market since everyone uses the social media platforms and almost everyone is available on them. Molson Coors uses its blog posts and online platforms to target the 18-24 year old market successfully. Molson Coors also uses affiliate marketing strategy through which their products are displayed and showcased on different blogs. One big example of this is a blog article titled “How beverage alcohol brands can tap millennial sobriety” on another blog website. Molson Coors also uses its social media platforms to target their young followers, specifically through Facebook, Instagram and Twitter. However, in 2007, Molson Coors took the biggest hit on Facebook when it tried to launch its “Cold Shot” Facebook campaign which was targeted towards 18-24 year old university students. This campaign received a lot of backlash for Molson Coors and as a result, Molson Coors had to shut down this campaign. Furthermore, Molson Coors increased its digital marketing investments in 2019 due to the fact that the millennials or 18-24 year old market had been moving away from the TV and moving towards internet and the social media platforms, watching videos on YouTube or other platforms. Anheuser-Bush, on the other hand, the second competitor of Budweiser has been using different marketing channels to target the younger population before Budweiser does it....