Bacardi Social Content Analysis

Source: FB Business manager, Fb Insights, Twitter analytics,Youtube Analytics, Social bakers

Social Inputs: Content

Platforms Bacardi House Party BNH7 Weekender Bacardi Hero Videos TOTAL
(Generic + contest) (Dubai BHP, Nucleya video, TVC)

Facebook 47 46 3 96
Twitter 55 35 3 93
Instagram 53 101 1 155
YouTube - - 3 3
Total 155 182 10 347
Social Inputs: Media

KPIs Planned Delivered Run Rate

Impressions 674,67,290 996,11,041 148%

Video Views 20,75,076 72,25,068 348%

Reach 225,66,097 261,19,050 116%

Engagement 10,67,307 19,85,426 186%

Learnings
Current status

Parameters Facebook Twitter Instagram YouTube Total

Impressions 858,97,052 15,19,633 90,55,330 23,29,398 988,01,413

Reach 190,54,253 5,06,544 19,98,572 7,76,466 223,35,835

RnF Reach 35,13,339       35,13,339

Views 54,48,079 3,87,010 4,09,406 8,22,819 70,67,314

VTR 6.34% 25% 5% 35% 7.15%

Conversations 14,12,946 1,128 10,382 7,988 14,34,444

Platform Performance

Planned13%
Budget 12%
Planned Engagement** Delivered Engagement**
11% 28%

56%
8%

11%
89% 72%

Facebook Instagram Twitter YouTube Social Catalyzer

Facebook Instagram
Facebook Instagram
Planned Views Delieverd Views
27% 31% 11%
10%

7%

28% 8%
5%
5% 67%

Facebook Instagram Twitter

YouTube Social Catalyzer Facebook Instagram Twitter YouTube Social Catalyzer

**Planned Engagement: comment, share, reactions, share, clicks(all) Delivered Engagement: Comment, share and reactions
Platform Performance

Platform Planned Engagement Delieverd Engagement

Facebook 965,633 1,448,306
Instagram 115,333 1,379,219

• Both Facebook & Instagram have delivered the campaign by

huge margin
• Considering low reach on Instagram it has managed to deliver
good engagement
Platform Performance – Hero Videos

FaceBook FaceBook
Avg. Watch YouTube Avg. Watch
Video Views Views time Views Time Duration
(3 secs) (10 secs)
The Bacardi
House Party 3,270,392 1,399,493 0:04 2,322,619 0:35 0:36

Bacardi Drop 901,859 410,255 0:09 345,007 1:12 2:13

Official Video
Bacardi Drop 1,578,333 431,568 0:03 239,692 0:19 0:28
by Nucleya

Videos performed better on YT with more than 50% of Avg. Watch Time of the Duration.
Facebook - Demographics

Gender Wise City wise

100,000
80.00% 78%
90,000
70.00%
80,000
60.00% 70,000
50.00% 60,000
40.00% Female 50,000
Male 40,000
30.00%
30,000
20.00%
20,000 Fans
9%
10.00%
2% 1% 1% 10,000
0%
0.00%
0
18-24 25-34 35-44 45-54 55-64 65+ i i i r r t r r i l r s
l h tta ore ba ne ad na ad ow pu arh ana on ore l l u i da ra a p u ch ad pa ati sa tie
D e al c u gal um Pu erab hen dab c kn J ai di g hu rga In d na No Su shw ag Ko zi ab ho u ah ri t r c i
w C an M d C m e Lu an ud G
u ga ne N a B G Am he
Ne B Hy Ch L lin ba Gh Ot
Ah o u
Sh Bh

Cities

Our core TG is the primary consumer of our content on FB.

Major traffic is from Metro cities. Source: Facebook Insights
Facebook – Time Analysis
Hourly basis

Number of Number of
Time slot Time Slot
users reached users reached
Day wise
Midnight 1,18,390 Noon 2,32,642
1 a.m. 62,744 1 p.m. 2,56,478
Day Number of users
reached 2 a.m. 36,055 2 p.m. 2,30,923
3 a.m. 26,519 3 p.m. 2,26,327
Sunday 6,29,379 4 a.m. 29,451 4 p.m. 2,27,143
Monday 6,27,274 5 a.m. 48,503 5 p.m. 2,35,270
Tuesday 6,28,759 6 a.m. 94,709 6 p.m. 2,40,795

Wednesday 6,36,116 7 a.m. 1,53,749 7 p.m. 2,41,541

8 a.m. 1,93,492 8 p.m. 2,48,581
Thursday 6,24,633
9 a.m. 2,21,720 9 p.m. 2,60,490
Friday 6,24,381
10 a.m. 2,33,085 10 p.m. 2,57,721
Saturday 6,28,461 11 a.m. 2,32,930 11 p.m. 1,98,721

We can reach to a larger audience if our posts are scheduled at 9

Wednesday, Sunday & Tuesday are the ideal days to p.m. or 1 p.m.
interact with our audience on Facebook.
Source: Facebook Insights
YT - Demographics

60%

50% 49%

40%

30% Men
25% Women

20%

10% 7%
4%
2% 1%
1%
0%
13-17 18-24 25-34 35-44 45-54 55-64 65+

Our core TG is the primary consumer of our content on YT Source: YouTube Insights
Instagram - Demographics

• Men constitute as majority of our audience on Instagram.

• Our core TG is the primary consumer of our content on IG.
• Major traffic comes from Mumbai, followed by New Delhi, Pune,
Bangalore, Calcutta.

Source: Instagram Insights

Instagram – Time Analysis
Hourly basis

Day wise

Thursday, Friday & Tuesday are the ideal days

to interact with our audience on Instagram.

Our audience is most active between 8 to 10 p.m.

Source: Instagram Insights
Detailed Content Analysis
Content Overview

Bacardi house party Generic posts Bacardi house party Generic posts
(With Bottle) (Without Bottle)

29
7 7
55

31
6

BHP contest posts NH7 Weekender Hero Videos

1
46
12 12
3
101
35
3

12

Source: FB, TW, IG

 Content Overview

1,587,137 Budget vs Engagement

1,566,915 1,543,674
1,375,047
Reach Vs Engagement
12562242
10414923
990,029 9609098

665,251

255,023 1989203
112,760 1,587,137 1,566,915 1,543,674
255,023

HP Generic Post Weekender Post HP Contest Posts Hero Videos HP Generic Post Weekender Post HP Contest Posts Hero Videos

Budget Engagement
Reach Engagement
Category Wise
14,000,000 18%
12562242 • Though there was a low budget on HP bucket it still
12,000,000 16.00% 16%
15.00%
10414923 delivered high on ER managing a lower CPE.
14%
10,000,000 12.82% 9609098
12.47% 12%
8,000,000 • Reached out to 10 million audiences and managed a
10%
8%
outstanding engagement of 1.5 million.
6,000,000
6%
4,000,000
1989203 4%
2,000,000 990,029 1,375,047
2%
HP Generic Post has performed well across bucket and category
665,251
112,760
- 0%
HP Generic Post Weekender Post HP Contest Posts Hero Videos

Budget Reach ER
Content Format & Platforms

60.00%
53.34%
49.04% 47.35%
50.00% 46.56%

40.00%

30.00%

20.00% 14.90% FB
13.32%
9.71% IG
10.00%
2.23%
0.00%

BHP Generic posts performed well than others on both the

platforms.
Content Bucket & Fan Cluster – FB & IG

Which bucket works with which targeting- on FB

Bacardi House Party Contest Posts Weekender Posts
60.00%
54.27% 60.00% 56.71% 55.15%
50.00% 46.93% 48.92%
50.00%
40.00% 36.01% 39.71%
40.00%
30.00% 28.69%
ER

30.00%

20.00% 20.00%
12.83%
10.68% 9.64% 8.94%
10.00% 10.00% 7.80%
1.15%
0.00% 0.00%
Fans Friends of Fans Core Fans Friends of Fans Core Organic

• When Weekender posts targeted to Fans on Instagram resulted in Higher ER at lower CPE.

• When Weekender & BHP contest posts targeted to FoF  on Instagram resulted in Higher ER at lower CPE whereas on
Facebook had good ER but with high CPE. 
• When Weekender & BHP contest posts targeted to Core on Instagram resulted in Higher ER at lower CPE whereas on
Facebook had decent ER but with high CPE.
• When BHP contest posts targeted to Fans on Instagram resulted in Higher ER at lower CPE whereas on Facebook had good ER
but CPE was on a higher side.
Content Bucket & Fan Cluster – FB & IG

Which bucket works with which targeting- on FB

Bacardi House Party Generic posts
Hero Videos
60.00%
53.88% 54.44% 70.00%
51.41%
50.00% 61.61%
45.50% 60.00%
52.78%
39.17%
40.00% 35.78% 50.00%

30.00% 40.00% 34.74%

30.00%
20.00%
12.31% 20.00%
9.07% 10.34%
10.00%
10.00%
1.73% 3.53% 2.07%
0.57%
0.00% 0.00%
Fans Friends of Fans Core Custom Audience Organic Fans Friends of Fans Core

• When Hero videos targeted to Fans & to Core  on Facebook resulted in lower ER & higher CPE whereas on Instagram  had good
ER but at high CPE.
• When BHP Generic Post targeted to all fans cluster yielded higher ER & lower CPE on Facebook & Instagram.
Content Bucket & Fan Cluster - Facebook

Which bucket works with which targeting- on FB

Bottle Posts
10.00%
9.00% 8.78%
8.00%
7.00%
6.00% 5.33%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
BHP Bottle posts 2015 & 2016 Bottle Posts

2015 & 2016 Bottle posts got more engagement rate on FB than BHP bottle posts.
Content Format & Platforms

Facebook Instagram
5%
5%
28%
32%
Stills Stills
Gifs Gifs
Videos Videos

90% 40%

Facebook: On the basis of ER, stills outperformed GIFs and

videos.
Instagram: GIFs got higher ER than Stills and Videos.
 Branded Content

Engagement Rate CPE

16.00% 1 0.94
13.90% 0.9
14.00%
0.8
12.00% 11.42%
0.7
10.00% 0.6 0.54
8.00% 0.5

6.00% 0.4
0.3
4.00%
0.2
2.00% 0.1
0.00% 0
Branded Content Promoted - Always On Branded Content Promoted - Always On

Always on posts are getting better ER at lower CPE as compared

with Branded Content.
Optimal Budget & Duraation for CPE

• ER and CPE are correlated, if ER increases CPE will fall and vise-versa
• ER completely depends on creative until its not a festive season
• Creative plays a vital role in capturing high ER however to push the creative we need
optimal budget, duration and targeting.
• Duration: 9-11 Days
• Budget: 44-45k (average), 50-55k (max)

ER

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

CPE
Trend is on the basis of the top performing post
Promoting Mechanism: FB

Parameters Video Views RnF

Budget 13,75,047 4,00,000
Duration 26 30
VTR 17% 21%
Impressions 221,40,185 107,25,092
Video Views 37,31,181 22,53,162

• Considering the budget on RnF is less than the budget on video views, we still managed to garner
good number of video views at higher VTR
• Based on the above numbers RnF campaign has potential to deliverer the 2x video views with
budget of INR 8 lacs.
Best Performing Posts on ER

Bacardi House Party Contest Posts

Budget - 56K Budget - 45K Budget - 20K

Duration - 10 days Duration - 13 days Duration -10 days
ER - 15% ER - 12% ER-11%
Best Performing Posts on ER

Bacardi House Party Generic Posts

Budget - 20K Budget - 38K, Budget - 30K

Duration - 10 days Duration -10 days Duration - 9 days
ER - 18% ER - 11% ER - 8%
Best Performing Posts on ER

Weekender Posts

Budget - 30K Budget - 30K, Budget - 20K

Duration - 10 days Duration - 10 days Duration - 9 days
ER - 8% ER - 4% ER - 3%
Best Performing Posts on Reach

Bacardi House Party Contest Posts

Budget - 18K Budget - 18K Budget - 25K

Duration - 11 days Duration - 11 days Duration - 10 days
Reach - 2017K Reach - 1044K Reach - 9074K
Best Performing Posts on Reach

Bacardi House Party Generic Posts

Budget - 35K Budget - 37K, Budget - 32K

Duration - 12 days Duration - 10 days Duration - 13 days
Reach - 1392K Reach - 1060K Reach - 297K
Best Performing Posts on Reach

Weekender Posts

Budget - 20K Budget - 30K Budget - 30K

Duration - 9 days Duration - 10 days Duration - 10 days
Reach - 696K Reach - 657K Reach - 533K
Best Performing Posts on Shares

Bacardi House Party Contest Posts

Budget - 56K, Budget - 18K Budget - 25K

Duration - 10 days Duration - 11 days Duration -10days
Shares - 21k Shares - 14k Shares - 11k
Best Performing Posts on Shares

Bacardi House Party Generic Posts

Budget - 20K Budget - 37K Budget - 35K

Duration - 10 days Duration - 10 days Duration – 12 days
Share - 95K Share - 3K Share - 1K
Best Performing Posts on Shares

Weekender Posts

Budget - 30K Budget - 30K Budget - 20K

Duration -10days Duration - 10 days Duration - 9 days
Shares - 257 Shares -158 Shares - 134
Best Performing Posts on eCPE

Bacardi House Party Contest Posts

Budget - 17K Budget - 17K Budget -28K

Duration - 9 days Duration - 11 days Duration -13 days
Interactions - 34K Interactions - 24K Interactions -31K
eCPE - 0.5 eCPE - 0.7 eCPE - 0.9
Best Performing Posts on eCPE

Bacardi House Party Generic Posts

Budget - 17K Budget - 35K Budget - 37K

Duration - 7 days Duration - 7 days Duration - 10 days
Interactions – 190K Interactions -73K Interactions - 44K
eCPE - 0.09 eCPE -0.4 eCPE - 0.8
Best Performing Posts on eCPE

Weekender Posts

Budget -30K
Budget - 30K Budget - 20K
Duration - 10 days
Duration - 10 days Duration - 10 days
Interactions - 60K
Interactions - 26K Interactions - 8K
eCPE - 0.4
eCPE - 1.1 eCPE - 2
 Learnings So Far
• Stills and GIFs worked best on Facebook & Instagram respectively

• Bacardi House Party Posts (Generic and Contest) performed well than Weekender & Hero Videos on both the platforms (FB &
IG)

• Fans were most engaging with Bacardi House Party Posts (Generic & Contest)

• Posts with Always on budget got better ER than Branded Content

• Bottle posts were among the top performing posts in each category

• As maximum Stills post were user interactive, this resulted into better ER & low CPE than GIF & videos on Facebook

• GIF performed better on IG in terms of CPE & ER than Videos & Stills

• RnF campaign works better for video views campaign

• User interactive creative grabs more eye balls which results in high ER

• By re-targeting audiences who have already consumed Bacardi content, we can build good recall value for Brand.