Desperados social listening

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Desperados - Social Listening

Even though the unavailability of information in the public domain limited our research findings, we were able to find a significant amount of insightful information in regard to Desperados' consumer engagement and sentiments on social media. For instance, Desperados' beer has the highest number of mentions on Twitter followed by Instagram and the overall sentiment score for Desperados across all social media channels is in the ratio of 3:2 with 102 positive, 64 negative, and 396 neutral reactions. Our research methodology and findings follows below.

METHODOLOGY

We started research by directly searching for Desperados' social media channels. Through this search, we came across the brand's official website that points visitors to its social media pages on Facebook, Instagram, and YouTube. Next, we initiated an exhaustive search through the leading social media networks for Desperados' presence and we were able to find the brand's presence on Facebook, Instagram, YouTube, and Twitter. The idea behind this strategy was to gauge the trends in the brand's engagement/followership and consumer sentiments towards the brand on various social media platforms so as to provide the required analysis over the last 12 months. However, with this strategy, we discovered that most of the posts on Desperados' social media channels were related to parties with hashtags such as #Desperados and #WeAreTheParty and relevant posts over the past 12 months had a very limited number of comments and shares which made it difficult for us to draw any useful insights.

In our second strategy, we tried searching for any publicly available social media campaigns that were carried out by Desperados within the last 12 months. We also searched for any available reports and publications that would provide us with any useful statistics around the brands consumer engagement on social media. Through this strategy, we came across various articles on the brand's social media campaigns that were published on Dialog Feed, We Are Pi, the Drum, and Creative Pool. Although these articles provided useful information on Desparados' consumer engagement and sentiment on social media, most of the information was older than the restrictive 12-month period that was specified by the research criteria.

Since no recent information on Desperados' social media engagement could be found using the first two strategies, we decided to search for any relevant information through databases such as Social Bakers and Social Buzz. The idea behind this was to find any relevant information on the overall trend in the brand's social media engagement and followership over the last 12 months. With this strategy, we were able to uncover some insightful information such as information on the increase in the number of Desperados' social media fans from August 2018 to February 2019 on the brand's Social Baker profile and the overall sentiment score of the brand on various social media networks on Social Buzz. Additionally, we also came across a report that was published by Brand24 which mentioned that Desperados beer had the highest number of mentions on Twitter in the past 12 months.

After all three of our research strategies failed, we concluded that there is very limited information on Desperados' consumer engagement on its social media channels over the past 12-month period. One of the probable reasons for the unavailability of relevant information could be that the brand has not been engaged in major social media campaigns in the past 12 months.

KEY INSIGHTS

DESPERADOS ON SOCIAL MEDIA

Desperados' Facebook and Instagram pages have posts that are related to parties with hashtags such as #Desperados and #WeAreTheParty. The brand's YouTube page also contains videos that are related to parties. Additionally, For its Bass Drop event, Desperados prioritized the use of its Facebook channel which was supported by Instagram, YouTube, VEVO, Snapchat, Twitter, and Spotify.

According to Social Baker, Desperados' fanbase on Facebook increased from 133,380 in August 2018 to 915,375 in February 2019. On the other hand, the overall sentiment score for Desperados across all social media channels is in the ratio of 3:2 with 102 positive, 64 negative, and 396 neutral reactions.

Desperados' beer had the highest number of mentions on Twitter followed by Instagram.

DESPERADOS HASHTAG CAMPAIGN

Desperados consumers post pictures on Twitter and Instagram using the hashtags #partyinstinct and #desperados. Through such posts, the consumers have helped the brand maintain a funny and youthful image of its brand (Desperados).

DESPERADOS BASS DROP CAMPAIGN

Desperados Bass Drop campaign blasted through Facebook benchmarks by 374%. The campaign was able to generate over 58.1 million views, 150 million impressions, and 329,000 engagements. In addition, the campaign had a 95% view-through-rate on Spotify in the U.K. and a 97.3% positive sentiment score.
From the above statistics, Bass Drop was Desperados' most watched and shared content and the campaign is currently being used by Heineken as its best in class case study for digital activation across numerous brands and markets.

Bass Drop's success can also be seen in the fact that Desperados witnessed a growth of 37,600 fans on Facebook and a 270% increase of followership on Instagram.

DESPERADOS CONSUMER ENGAGEMENT STRATEGY

In its strategy, Desperados aimed to become more open and event-focused. The brand transitioned from a being "beer linked to relaxing on the beach to one associated with high-octane music and charging up for a night out in the process."
According to Desperados, participation from influencers and fans is key for elevating a brands annual activity on a global level. For instance, the brand depends on its event attendees to become a media channel by themselves.

Desperados aims is to inspire millennials to have their own creative ideas. This is because millennials primarily resonate with brands such as Desperados in the music sphere since 80% of millennials reported that branded festivals and concerts represent the best way to engage with them.
Sources
Sources

Quotes
  • "The Dialogfeed API features gave the festive brand who targets young adults a way to engage more with its consumers. "
  • "Pictures were posted on Twitter and Instagram with the hashtags #partyinstinct and #desperados. "
  • "Participants helped maintaining the funny and youthful image of Desperados."
Quotes
  • "Desperados drops Bass in zero gravity, beating KPIs by 374%"
  • "For our second Desperados activation we took the party 30,000ft into the sky— transforming an aeroplane into a zero-gravity festival-venue, equipt with a state of the art light show and sound-system, then we invited the public and DJ group The Barong Family for a ride into the skies above Las Vegas. "
  • "Filmed in motion and broadcast across nine global markets, Bass Drop blasted through Facebook benchmarks by 374% and the hero film out-performed industry standards by 252%."
  • "Overall, the campaign generated over 150 million impressions, 58.1 million views and 329 thousand engagements."
  • "With a 95% view-through-rate on Spotify in the UK and a 97.3% positive sentiment score, base drop surpassed all expectations and set the industry bar high for branded events. "
Quotes
  • "The results of the ambitious campaign – which was filmed in motion and broadcast in nine global markets –have spurred the Heineken-owned brand to become more open and event-focused in its strategy."
  • "And pull it off We Are Pi did, helping Desperados transition from a beer linked to relaxing on the beach to one associated with high-octane music and charging up for a night out in the process."
  • "As well as winning the 2017 Grand Prix at The Drum Content Awards, the campaign has clocked up some 58m video views in nine markets."
  • "It also blasted through its original video Facebook benchmarks by 374%, while the hero film performed 252% above the industry benchmark."
  • "When elevating a brand’s annual activity on a global level, participation is key. Not only from our Desperados teams in the markets, but from influencers and fans of the brand too," said Chant."
  • "We don’t use actors. Our attendees become a media channel in themselves, the intention being to drive demand."
Quotes
  • "Our aim is to inspire millennials to have their own creative ideas and ‘release their inner tequila’. Millennials especially resonate with brands in the music sphere - 80% cite branded festivals and concerts as the best way to engage with them. "
  • "All assets were designed to be mobile-first and fit for platform. Facebook was the priority channel, supported by Instagram, YouTube, Snapchat, VEVO, Twitter & Spotify. "
  • "Bass Drop was a smash hit. This was Desperados most watched and shared content yet, and is currently being used by Heineken as the best in class case study for digital activations across all brands and markets, outperforming Heineken and Facebook's video completion benchmarks by 370%. "
  • "It achieved over 57m global video views with 995K Social Engagements and 97.3% Positive Sentiment and achieved 95% view-through-rate in key markets."
  • "The campaign, which ran in Dec 2016 and Jan 2017 resulted in huge growth across Desperados' own social platforms, seeing the global Facebook grow by 37.6K fans during the campaign, Instagram also saw a 270% increase in followers."