Out of 675 posts examined, PBR posted six of the top 10 posts that yielded the highest engagement. Meanwhile, Budweiser, which has by far the largest community doesn’t have a single post in the top 10. In fact one of Budweiser’s posts doesn’t show up on that list until number 28!
The#1 winning post from PBR is an image of PBR customized Iron Man. It was well perceived to be cool and fun by the audience.
The 2nd most engaging post also came from PBR.
Both posts are not directly about beer. They both contain images however they do not simply display the products nor portray excessive drinking or partying. The posts are simple and broadly applicable, and also related to the brand’s core values, intended meanings and its culture that can resonate with PBR customers.
Marketers must first clarify their brand’s values and meanings in order to build a community that your audience will likely react to. It is also extremely important to make sure your brand’s intended meanings are clearly delivered to your audience. It is the first step Molson should have taken back in 2007 before running their cold shot campaign.
J