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 Over-Delivered

Impressions 67MN 99Mn 148%

Video Views 2Mn 7Mn 348%

Reach 22Mn 26Mn 116%

Engagement 1Mn 1.9Mn 186%

Please add organic numbers as well I

Learnings have added paid
Current status

Parameters Facebook Twitter Instagram YouTube Total

Impressions 85Mn 1.5Mn 9MN 23,29,398 988,01,413

RnF Reach 3.5Mn       3.5Mn

Views 54,48,079 3,87,010 0.4Mn 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

Please update the YT & FB & twitter

views numbers VTR will change after
numbers get updated
Conv. Numbers also
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 Interactions

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

Please put organic or total number of

interactions
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

Category Wise
14,000,000 18%
12562242
12,000,000 16.00% 16%
15.00%
10414923 • Though there was a low budget on HP bucket it still
14%
10,000,000 12.82% 9609098
12.47% 12% delivered high on ER managing a lower CPE.
8,000,000 10%
6,000,000 8% • Reached out to 10 million audiences and managed a
6% outstanding ER of 15%
4,000,000
1989203 4%
2,000,000 990,029 1,375,047
665,251 2%
112,760
- 0%
HP Generic Post Weekender Post HP Contest Posts Hero Videos

Budget Reach ER

HP Generic Post has performed well across bucket

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 Please update the
Video Views 37,31,181 22,53,162 total numbers

• 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.