Understanding your audience is one of the most important factors of a successful brand whether that’s through your website, in-store experiences, customer services or your social media presence.
In a heavily saturated market like the alcohol industry, brands must know their niche and be able to successfully engage with their audience in order to retain loyal customers who won’t be distracted by other products on the market.
Two beer brands that know their audiences very well are Lion Red and Speights. Both brands have a very clear understanding of customer needs both online and offline.
From bottle caps to Instagram Stories
For over 15 years Speights has included fun, trivia questions on the bottle caps, with the idea that consumers will read out the questions to their mates and spark a conversation. These questions span across a variety of topics including, NZ sporting history from rugby to duck shooting, NZ general knowledge and Dunedin (the home of Speights) local knowledge – all relevant to the brand’s target audience.
Leveraging this idea, during lockdown the social media team created regular quizzes across the @speightsnz Instagram Stories. Using Quiz Stickers and the Mish Guru scheduling feature, the team was able to successfully bring an activity that works well offline, online.
Keeping customers entertained and engaged with Speights during lockdown was crucial. Reminding the consumers about the brand’s ethos as much as its great tasting products meant that sales could continue during the essential supermarket trips.
Incorporating talent through pre-existing partnerships, @speightsnz could include Takeovers into the Quizzes to make them even more engaging. With the likes of Highlander’s player Joe Wheeler and Jay and Dunc from The Rock Drive, all of whom Speight’s customers are already familiar with, the @speightsnz Quizzes increased the brand’s Stories engagement by 36%.
The Mish Guru Takeover Management Tool enables the Speights social media team to host Takeovers without needing to handout the account password and allows content to be reviewed by the team before it’s published.
With similar results, Lion Red used Mish Guru last summer for the Gram Ya Fish campaign. Identifying an area of interest to the brand and its audience – fishing – the team created a social media campaign that involved User Generated Content (UGC). Customers and followers were asked to share photos across their own Instagram Feeds and Stories when they caught a fish and tag the brand, in order to be in with the chance of winning some Lion Red merchandise.
During the campaign, the team was able to track the customers’ Story mentions and hold onto the competition entries without needing to manually save the information one by one. This enabled for a more efficient way of working and allowed the team to select winners at the end of the campaign, being able to see all of the entries at once.
Fishing has always had a big presence amongst the Lion Red community so using this direct alignment with the Instagram audience to create a summer-long campaign enabled the Lion Red brand to be shared amongst its followers and reached a wider audience, gaining 2260% follower growth across its @lionrednz account.
Engage and grow!
With a noticeable increase in followers across both accounts, it is clear to see that the social media teams understand their audiences’ needs and understand how best to engage them, by bringing successful and branded offline activity into the online and social media space.
With this understanding and the team’s creativity, they have been able to produce high quality, engaging content through Mish Guru, with Lion Red and Speights’ Brand Manager Jack Halpin saying…
“With the ease of use of Mish, we’ve been able to schedule in content in advance, which has been great and means we are able to review before going live. This also means we can see how a story flows before scheduling in.”
“The Speight’s Quiz worked incredibly well with Mish allowing us to track and compare insights that the platform itself can’t give us. Using Mish for the Lion Red Gram Ya Fish campaign meant tracking consumer stories and messages - which was the mechanic for the campaign competition - was much easier than manually checking and saving entries every day!”
“The easy to access insights we gain from the Mish Guru platform allows us to continuously optimize the campaign as we go. It provides a great test & learn environment.”
If you know your audience and know what content would work well with them, but don’t have the time to manually upload, manually track and analyze the data, feel free to give our 14-day free trial a go to see how Mish Guru could help you!