2. Overview
• What is Bacardi legacy?
• Objectives by Channel
• Benchmarking SOV
Channels Used & results
• Facebook
• Twitter
• Instagram
• Vine
• Poptag.me
3. • Keen to keep their cocktail line fresh, Bacardi annually host the Legacy
Cocktail Competition. This is a contest that challenges the world’s most
innovative bartenders to create drinks that slot seamlessly alongside
classic cocktails such as the Mojito, Daiquiri and Cuba Libre.
• Traditionally Bacardi hasn’t promoted the competition within consumer
channels before. Rapp saw this as a missed opportunity and brought it
into our social engagement program.
• This involved collaboration with our New York office with no additional
budget above day to day activity.
What is Bacardi Legacy?
4. Objectives by channel
• Facebook – Objective was visibility not necessarily engagement.
Announcements, Bacardi Legacy introduction to wider audience.
• Twitter – Objective was to build relationships with bars, bartenders &
blogs, around the Bacardi Legacy theme. As we are aware that these are
people with high influence in social media. Announcements that built
momentum & established twitter activity.
• Instagram, Vine – Objective was broadcasting, both our own & other
user media content.
• PopTag – Objective was to increase “produced” content by making other
people’s photos into ours. Increase #BacardiLegacy Twitter presence.
Create a hub (microsite) where all #BacardiLegacy pics that come from
Twitter live in.
5. Benchmarking SoV
• Bacardi is +165% (+492 Mentions) ahead, something that changes completely Smirnoff’s constant lead
for the past 4.5 months
Source: Sysomos
#BacardiLegacy
8. Post examples
• 4 posts to announce the competition and show off the
shortlisted cocktails. Total reach: 19,704 people.
• Observed small but positive engagement.
10. Results
• 107 #BacardiLegacy Tweets from @BacardiUK
• 352 Total mentions #BacardiLegacy (245 mentions came from other handlers)
• 73 of @BacardiUK ones were Retweeted
• 424,952 Potential Reach
• 103 New followers
• 6.18% of Buzz goes to #BacardiLegacy bringing it second most buzzed term
17. PopTag.Me
PopTag is a tool that looks at social hash tags in twitter. When it
sees one with a picture it will load the pic and run a filter on it
similar to Instagram and then tweets the image back to you as a
link so you can then save or share this with your friends. Also
gives you the opportunity to create a hub where all those pics
live in.
On the night:
• Any tweet with a #BacardiLegacy pic, automatically went in
a hub http://www.poptag.me/bacardi/
• Automatic shout outs on BacardiUK’s twitter feed to the
person who tweeted with a consistent message
As a result:
• 6 pages of content
• Amplification by people that received shoutouts
