Bacardi Legacy_Pop Tag

Bacardi

Bacardi Legacy / 22.01.2013 – 08.02.2013

Overview• What is Bacardi legacy?

• Objectives by Channel

• Benchmarking SOV

Channels Used & results• Facebook

• Twitter

• Instagram

• Vine

• Poptag.me

• Keen to keep their cocktail line fresh, Bacardi annually host the Legacy Cocktail Competition. This is a contest that challenges the world’s most innovative bartenders to create drinks that slot seamlessly alongside classic cocktails such as the Mojito, Daiquiri and Cuba Libre.

• Traditionally Bacardi hasn’t promoted the competition within consumer channels before. Rapp saw this as a missed opportunity and brought it into our social engagement program.

• This involved collaboration with our New York office with no additional budget above day to day activity.

What is Bacardi Legacy?

Objectives by channel

• Facebook – Objective was visibility not necessarily engagement. Announcements, Bacardi Legacy introduction to wider audience.

• Twitter – Objective was to build relationships with bars, bartenders & blogs, around the Bacardi Legacy theme. As we are aware that these are people with high influence in social media. Announcements that built momentum & established twitter activity.

• Instagram, Vine – Objective was broadcasting, both our own & other user media content.

• PopTag – Objective was to increase “produced” content by making other people’s photos into ours. Increase #BacardiLegacy Twitter presence. Create a hub (microsite) where all #BacardiLegacy pics that come from Twitter live in.

Benchmarking SoV

• Bacardi is +165% (+492 Mentions) ahead, something that changes completely Smirnoff’s constant lead for the past 4.5 months

Source: Sysomos

#BacardiLegacy

Channels Used

Facebook

Post examples• 4 posts to announce the competition and show off

the shortlisted cocktails. Total reach: 19,704 people.• Observed small but positive engagement.

Twitter

Results

• 107 #BacardiLegacy Tweets from @BacardiUK• 352 Total mentions #BacardiLegacy (245 mentions came from other

handlers)• 73 of @BacardiUK ones were Retweeted• 424,952 Potential Reach• 103 New followers• 6.18% of Buzz goes to #BacardiLegacy bringing it second most buzzed

term

Top Influencers

• Influencers show that we were successful in establishing desire relationships on Twitter.

#BacardiLegacy tweet examples

TwitterMore examples

Instagram & Vine

Likes & links

• Instagram: 75 Likes http://instagram.com/bacardiUK/ • Vine: 6 Likes https://vine.co/v/bntdjXDh0e0, https

://vine.co/v/bntZU6qUE5v

PopTag.Me

PopTag.MePopTag is a tool that looks at social hash tags in twitter. When it sees one with a picture it will load the pic and run a filter on it similar to Instagram and then tweets the image back to you as a link so you can then save or share this with your friends. Also gives you the opportunity to create a hub where all those pics live in. On the night:• Any tweet with a #BacardiLegacy pic, automatically

went in a hub http://www.poptag.me/bacardi/ • Automatic shout outs on BacardiUK’s twitter feed to

the person who tweeted with a consistent messageAs a result:• 6 pages of content • Amplification by people that received shoutouts

The gallery