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bn.co
St. Patrick’s Day
Facebook Brand Breakdown
Baileys
Jameson
guinNess
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ROUGHT TO YOU
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St. Patrick’s Day is almost here
and many brands are raising
a glass to the onslaught of
shamrocks, leprechauns and
all things Irish.
It’s not hard to see why marketers are excited, seeing as
Americans forked over about $4.7 billion in 2013 to celebrate
the big day. With consumers spending some serious green (pun
intended) over the course of just one day, you can guess where
the bulk of their money was spent…
If anyone is poised for success on March 17th, we daresay
Ireland’s most “liked” alcohol brands have a surefire leg up.
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How can brands rely on more
than just the luck of the Irish for
Facebook success?
With an overwhelming amount of
social chatter taking place online,
getting your message to stand out
can be like asking fans to find the
four leaf clover in a field of otherwise
ordinary grass.
Fear not! With the help of properly
targeted media, marketers can be
sure that their message is reaching
the right audience, despite the
overwhelming competition for News
Feed real estate.
With the help of our bn.data suite
of tools we did some research on
potential ad audiences for a few of
our favorite Irish drinks of choice.
Take a look at what we found when
we used our Audience Matrix tool
to examine Facebook users against
keywords for some very well known
Irish drink brands. We present
Guinness, Baileys and Jameson -
Datafied.
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bn.co
When maximizing media cost
effectiveness, it helps to find fans
who are more likely to click on
your ads. This can be achieved
by targeting audiences by likes,
interests, demographics, etc... To
choose targeting options that should
perform best, we can run an index on
people who are interested in a brand
keyword to better understand trends
and correlations.
Index numbers can be thought
of as “are more likely than an
typical Facebook user”, with 100
representing the average. In this
respect, someone who indexes at
350 would be 3.5x more likely than
an average person to fit a targeting
segment. Keep in mind, indexes are
good for directional correlation, not
exact relationships.
We examined the indexes for
Facebook users and the keywords:
#Guinness, #Jameson Irish Whiskey,
and #Baileys Irish Cream.
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Methodology: Before we get started,
let’s chat strategy.

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Baileys Irish Cream Liqueur has been, “making life
more delicious and moments with friends more
memorable” since 1974. Since joining Facebook in
2009, the Baileys US page has amassed 973k fans.
US REACH
2,171,060
MALE
21.8%
FEMALE
78.2%
AVG. AGE
21.8
AGE INDEX
13-17 4
18-24 104
25-34 151
35-44 98
45-54 73
45-54 56
BROAD CATEGORIES INDEX
Personal Finance 663
DIY/Crafts 521
Independent Films 439
Cats 428
Real/Estate 423
TOPICS INDEX
Buchanan’s 2,338
Malibu Rum 2,166
Old Forester 1,888
Pinnacle Vodka 1,790
Johnnie Walker 1,688
CITIES INDEX
El Paso, TX 207
Detroit, MI 171
Cleveland, OH 167
Bronx, NY 162
Pittsburgh, PA 160
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Baileys
#Baileys Irish Cream
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Perhaps the most well known Irish whiskey,
Jameson prides themselves on craft and
tradition. With roughly 576,000 fans on Facebook,
Jameson’s page is a hub for videos, recipes and an
emphasis on enjoying their product responsibly.
US REACH
1,357,240
MALE
75.1%
FEMALE
24.9%
AVG. AGE
32.4
AGE INDEX
13-17 2
18-24 92
25-34 177
35-44 102
45-54 57
45-54 36
BROAD CATEGORIES INDEX
Sports Movies 521
Personal Finance 417
Independent Films 408
Fantasy Sports 391
Beer/Wine/Spirits 378
TOPICS INDEX
Buchanan’s 2,338
Chivas Regal 2,166
Bullet Bourbon 1,888
Tanqueray 1,790
Buffalo Trace Distillery 1,688
CITIES INDEX
Tucson, AZ 193
Baltimore, MD 191
El Paso, TX 171
Denver, CO 152
Indianapolis 146
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Jameson
#Jameson Irish Whisky
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One of Ireland’s most well known pints, Guinness
is known for its bold appearance and signature
six-step pour. Over 2.6 million fans strong, their
Facebook page offers up a tutorial, photos and a
Pub Finder application.
US REACH
2,230,000
MALE
69.0%
FEMALE
31.0%
AVG. AGE
32.4
AGE INDEX
13-17 50
18-24 109
25-34 133
35-44 111
45-54 76
45-54 37
BROAD CATEGORIES INDEX
Sports Movies 527
Fantasy Sports 440
Independent Films 421
Bollywood 406
Personal Finance 405
TOPICS INDEX
Founder’s Brewing Co. 4,239
Foster’s Lager 4,091
Bells’ Brewery 3,929
Kirin Brewery Co. 3,929
Deschutes Brewery 3,929
CITIES INDEX
El Paso, TX 207
Detroit, MI 171
Cleveland, OH 167
Bronx, NY 162
Pittsburgh, PA 160
Guinness
#Guinness
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Key Audience Observations
Guinness and Jameson appeal
more to a young thirty-something
male audience.
All three audiences tended
to skew over 21 in age and
overindexed on alcohol brands
in general, in addition to the one
they were being associated with.
Women in their early twenties
tend to index higher for Baileys.
Baileys had the strongest presence in the Northeast and Midwest, while
Jameson indexed higher in the Midwest and Southwest. Guinness was
more spread out, with concentrations in the Northeast and Midwest.
All three lacked in cities from the West Coast.
Both Jameson and Guinness
audiences over-index on sports
related interests, while Baileys’
audience enjoys very different
pastimes, such as DIY/Crafts and
Personal Finance.
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Utilizing our Brand Portfolio tool, we were able to compare post
timing and messaging for these pages side by side.
Drinking time is synonymous with posting time (hopefully not
for the people actually doing the posting).
• All three brands posted 5-6 times per week during the afternoon
and night, with majority of their posts around “happy hour”.
• All three brands seem to heavy-up on posts Thursday through
Saturday.
What are your favorite drinking buddies saying?
• Several consistent posting themes emerged between all three
brands, the most prevalent being product shots.
• Another similar theme was “emotional messaging” tied to the
experience of drinking their products. For Baileys, glamorous,
sweet indulgence was the name of the game, while Jameson
focused on no-nonsense tradition and Guinness tied their
products to camaraderie and fun.
Posting Content and Cadence
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All three brands have a very similar posting strategy as it relates
to time of day and number of posts per week. Any of the three
could explore uncharted territory and try posting outside of
traditional hours.
A lot of the content for these pages centered on a few similar
overarching themes. By studying the categories and topics that
their potential audiences are over-indexing on, these brands
could identify new message themes and differentiate their
posting strategy.
With audience sizes in the hundreds of thousands and even
millions, Jameson, Baileys and Guinness may not be getting
their message in front of a majority of their fans’ eyes. Using
the indexes we discussed, among other targeting categories,
these brands could ensure that these brands could ensure they’re
reaching the most appropriate audience, who are most likely to
engage with them at the lowest cost.
Recommendations
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bn.co
Brand Networks offers powerful
Facebook advertising solutions to
help you show the right ad to the right
audience at the right time.
Contact sales to learn more:
newbusiness@bn.co