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Which drinks (alcohol first, non-alcoholic secondary) brands have a great digital ecosystem that is centred around their Dotcom site?
Hello, and thanks for your question about which drinks brands have created a great digital ecosystem that is centred around their website. I have found that Heineken, Jack Daniels, Red Bull, Coca Cola and Starbucks are brands that fit this criteria. For these companies I have been able to explain in detail how they have achieved this. Below you will find a deep dive into my research, along with all the details as to how I came to this conclusion.
OVERVIEW
In order to answer your question I have searched for information from a variety of sources such as case studies, articles, industry reports of "best' content marketing/websites. Below you will see 5 most recent examples that I found of drinks brands that are considered to have created a great digital ecosystem that is centred around their website.
I have compared each of the 5 brands on the sort of content they include on their websites, and how they have built their digital ecosystem. I have also compared them in terms of website traffic, and annual revenue.
I have presented this information within a spreadsheet, as well as below along with links to sources.
EXAMPLES
Heineken have been able to ensure online engagement through creating unique content that their "target audience will want to spend time with".
The company is spending an increasing amount of it's budget on digital media, they are using the money to update their "outdated" strategies to focus on "quirky storytelling". Their new strategy has been successful, the company has seen revenues rise by 8%, and growth in beer volumes of 6.7%.
Jack Daniels is another drinks brand whose successful content strategy focusses on story telling. It's marketing focusses on heritage and tradition, and it's website continues this theme seamlessly. eConsultancy claims that there is "excellent content" to be found on the brand's site. The landing page features a carousel of ads for apps, competitions, and most importantly, video.
The brand is also considered to be one of "The 30 Most Genius Content Marketing Examples of 2015". Salesforce tells us that "Jack Daniels is committed to a regular cadence of content, showing customers with every piece that they share the same values and pastimes."
Fearless Flyer also commends Jack Daniel's website. They praise its visual aesthetic, along with its content and commitment to theme.
Red Bull is considered to be a top 25 brand that made it big with content. The company owes its growth to its use of content marketing over the years. In comparison to its competitors it consistently does much better in terms of revenue. What makes Red Bull's website so interesting to customers is that it is focussed on bringing news of sports events across the world, rather than creating content about its own product. Their website live streams big events, providing customers with content that they are interested in.
Total visits: 12.60 million
Overall ranking in extreme sports category (classed as sports website rather than beverage): 1st
Coca Cola also appears on the list of top 25 brands who made it big with content marketing. The company is facing the challenge of declining sales within the soft drink market. Their solution to this is their new strategy, “Content 2020”, where they are focussing on boosting their sales through providing customers with content that is "fresh and relevant". The company is proving that brands can reshape customer's perceptions through the use of content, which is key within struggling industries.
Recently Starbucks has updated their website's content. They have refocussed their content, instead of offering random news stories from around the world Starbucks is now offering customers more relevant information. Their site now features helpful how-to articles, educational posts, and interesting stories related to coffee. Their strategy is working because "What they are doing so effectively is giving their audience what they want".
ADDITIONAL INFORMATION
I also found an interesting article on how British craft beer brands in general are creating great content on their websites. The article sums up that there are 5 main things that these brands are doing which have lead to them leading the way in content marketing. Firstly hype, craft beer brands are drumming up interest by publishing their own content about how good their brand it. Secondly these brands are creating content which helps to solidify their brand identity. Next, it is noted that controversy pays off, craft beer companies who have made bold moves have gained success. Localism is also important, craft beer brands have gained support by creating content that "put their local roots at the heart of their brands". Finally, it is key that content is kept clear and concise.
CONCLUSION
Overall I have found that Heineken, Jack Daniels, Red Bull, Coca Cola and Starbucks are brands that have created a great digital ecosystem that is centred around their website. They all use slightly different strategies for doing this, however creating content that is relevant and interesting to the customer is a reoccurring theme.
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