PowerPoint Presentation

Understanding influence in alcohol marketingAugust 2016

Welcome to

1

2Research background

Survey across 1,810 respondents who regularly drink alcoholNationalOver August 2016

#

31 in 2 respondents recall seeing alcohol posts on social mediaAbsolut had promoted the cute new soft drink like bottle with floral features and backdrop. I loved the classy and sophisticated appeal. Emily, 2791% saw on Facebook47% on Instagram9% on SnapchatA friend was having a Corona with lime on his holiday. What I love about it that it was where I wanted to be and it looked appetising. Jamie, 42I was recently influenced by a post from a work colleague on FB about 99 Not Out Pale Ale. She was drinking at home and posted a very tempting looking pic with the ale poured in to a beer mug. It looked really refreshing and tempting so next time around when I was visiting Uncle Murphy's I happened to notice the ale and picked it up. Wasn't I pleasantly surprised!! Sid, 37

4These posts were mainly from brands, family and friendsBrand posts include: those on brand Facebook pages through sponsored adsdistributers e.g. Dan Murphy, Cellarmaster etc.Posts from these sources have effective cut-through and recall Who was the post(s) from?Base: All respondents: n=783All figures %

5Top brand posts recalled

It was about Rekordelig Ciders posted by the brand itself. It was talking about their cinnamon apple cider can be served warm in winter. I was quite willing to try it out at some point :D Xin, 35

A new product by Bundaberg Rum - Royal Liquor with a video on using it in a different way rather than as a drink. It was drizzled over pancakes with caramel bananas Yum!! Emily, 34Beer and cider brands are more prominent

6Social media posts are likely to drive action82% have or will try the product after seeing the post

A friend shared some photos from an event that she went to and she was able to meet the assistant master distiller from America. That was pretty lucky. And she heard all these authentic stories about the alcohol brand. I tried it because the ad of the brand appealed to me. My friend has similar taste to me so I knew I'd like that one. Lesia, 25

How likely are you to try the alcohol product or brand after seeing the post(s)?Base: All respondents: n=783All figures %

7What they want to see in a social media postEffective social media posts need to stand-out: creative, clever, engaging, original, funny, funBrands have permission to engage in this space with only 6% wanting to see a post thats not from a brand

What is it in alcohol posts that makes you want to try or buy it?Base: All respondents: n=1,810All figures %

8People remember branded posts

These posts drive action to try and purchase

To stand out and cut through the clutter, brands posts need to stand out through its quality contentWhat this means for brands5 Seeds had posted a sponsored ad on Instagram for their cider which was kind of cool. a funky photo and caught my attention because it was not something usually on my feed. Dharmica, 30I seen was for Stoli Vodka and it provided a recipe for a cocktail with grenadine. I actually went and bought that vodka although I already had another brand of vodka already it made me want to try this one to be exact to the recipe Laura, 25What makes me try new drinks after seeing a post is stylised, inspiring imagery. The amazing food or flowers they were pictured with. The feeling the images evoked ( I would feel that relaxed glamorous fun if I had that drink!) Jenna, 27

9FacebookCompetitionsGiveawaysProduct updates e.g. new flavours, drinks etc.Funny videos

InstagramCompetitionsBehind the scenes, brand storyShort videos - boomerangBeautiful images that transport and inspire

SnapchatCompetitionsRecipes and how-tosBehind the scenes, sneak peek into exclusive eventsBranded filter

How people want brands to engage

+61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2

Thank you.