How Budweiser and Anheuser-Busch are sensitive to Influencer Marketing
According to a recent case study titled An Influencer Strategy for Budweiser in Canada, the North American counterpart of the U.S. Brewery faces some challenges in retaining customer loyalty and also targeting a desired demographic, namely a 19–24 target segment. Budweiser Canada harbors some sensitivities than most brands because of Budweiser Canada’s sister-brand located in the U.S, as naturally they are along side Canada with advertising from the states via online and other mediums like radio and TV. “We have to be mindful of what our U.S. team does because our Canadian consumers have access to the brand and brand image coming from the U.S.” states Budweiser Canada’s Senior Marketing Manager. In contrast, Budweiser Canada currently has ongoing campaigns like “Bud’s Red Light” – that speaks to Canadians more, rather than the warmer geo themes found in a Budweiser U.S context; like seasonal runs and the MLB for example. Budweiser Canada had partnered with the NHL players Association (NHLPA) to use images of the Red Light in an ongoing feature called #FirstGoal which celebrates players very first career goal.???????? Budweiser Canada took great considerations to where it should allocate it’s designated funding for Budweiser marketing across Canada, much attention went to an influencer strategy, ongoing efforts with the continue conversations towards a younger target segment (19–24).
Yet further sensitivities of influencers, young influencers especially would be taken into consideration, one primary factor would be the public perception of the product itself. Traditionally influencers would upstage products with no age restrictions – fashion, food, sports gear… for Budweiser anyway they are in the end dealing with a beer can. Also an influencer must be “on-brand” with the beer product itself – all the while representing a younger target segment. Could a young influencer represent the tonality that Budweiser wants to convey? Also will Influencers actually want to associate with an alcoholic beverage? Influencers that are focused on beauty, fashion, and music with accounts with Instagram and Snapchat may have reservations.
“Everyone is on social media these days. We look at other examples — Nike, for instance — where the firm has a list of influencers that pose with their products. We need to recognize that posing with cans of beer is different from posing with the latest and rare sneakers, for example.”Budweiser’s senior manager ultimately allocated a budget of $250,000 for 12 months for a very focused influencer marketing campaign across Canada.
In recent news, parent company and producer of Budweiser, encountered the very publicly that would turn-out to be an influencer on-boarding nightmare, which at first glance looked to be social media gold. Twenty-something. Carson King went viral when cameras caught him sporting a hand-drawn sign standing behind the set of ESPN’s “College GameDay” in Ames on Sept. 14th. Spelled out on the sign: “Busch Light Supply Needs Replenished,” w/ King’s Venmo handle. The money flooded in, far more than anything King had anticipated, he decided to donate the funds to University of Iowa Stead Family Children’s Hospital. Then Busch Light and Venmo pledged to match any donations, and several Iowa businesses also donated, including Smokey Row Coffee Co. and an ice cream shop from Prairie City, where King grew up in Altoona, Iowa. What started as a 24-year-old just asking for beer money ended this Tuesday with nearly $3 million raised for the Iowa’s children’s hospital. Sadly, about 10 years ago Carson had tweeted grossly inappropriate and racially charged comments, when discovered and brought to public social media consumption in present day – Anheuser-Busch stated: “Carson King had multiple social media posts that do not align with our values as a brand or as a company and we will have no further association with him. We are honoring our commitment by donating more than $350,000 to the University of Iowa Hospitals and Clinics”. Regardless how one feels about Carson King today, especially in-light of his charitable efforts – it shows to be a great example of how a young influencer, even a overnight fame-ridden influencer, must have the right background and “values” which aligns with a company’s mission and campaign objectives.
Resources:
Anheuser-busch Feels Heat After Cutting Ties with Carson King, Who Raised Over $2m For Children’s Hospital, Due To Tweets He Posted At Age 16
Dave Urbanski – https://www.theblaze.com/news/anheuser-busch-feels-heat-after-cutting-ties-with-carson-king-who-raised-over-2m-for-childrens-hospital-due-to-tweets-he-posted-at-age-16
Real World Meets Social Content
Chris Powell – http://strategyonline.ca/2018/05/14/real-world-meets-social-content/
Geneseo Brewing Co. Names Beer For Carson King Amid Cancel Culture Backlash and Tweet Controversy
Geneseo Brewing Co. names beer for Carson King amid cancel culture backlash and tweet controversy
As Carson King Ends Fundraiser with Nearly $3 Million, He Reflects on New Fame, the Future
Linh Ta – https://www.desmoinesregister.com/story/news/2019/10/01/carson-king-fundraiser-ends-dollars-raised-childrens-hospital-busch-light/3819735002/
David Dao – An Influencer Strategy for Budweiser in Canada, Case Study(PDF)