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Beck’s Beer

INFLUENCERS

TOTAL REACH

MORE TRAFFIC

The Challenge

Beck’s, a German Pilsner style beer, wanted to raise awareness for the second consecutive United States launch of its Independent Artist Series. For a limited time, Beck’s bottles donned labels designed and created by six independent artists ranging from Kid Cudi to Marc Ecko. Along with the labels, Beck’s created a 3-minute video highlighting each artist and the inspirations for their artwork.

“The content created by Linqia’s influencers was impressive. The quality of their images and storytelling inspired us to repurpose the content within Beck’s social channels.” ANHEUSER-BUSCH BRAND MANAGER

CAMPAIGN HIGHLIGHTS

  • 41.5% View Thru Rate (29% stronger than TikTok’s 32.2% benchmark)
  • 102% increase in mentions
  • 160.4K Products Transferred to Cart
  • $2.8 MM Carted Value
  • +5.2% ad recall as measured by TikTok Brand Lift Study

BAYER: A LEGACY BRAND THAT STILL FEELS FRESH

Founded in 1863, Bayer is one of the longest-lived companies in the world, yet the brand is as relevant today as it was nearly 200 years ago. Their endurance and success is the result of their scientific innovation in the pharmaceutical space, but it is also due to their willing enthusiasm to adapt and evolve with changing times.

WHY BAYER CHOSE LINQIA

Linqia and Bayer have worked together on dozens of campaigns and the ongoing partnership drives business results that outperform previous benchmarks. “What sets Linqia apart is their entire sequence of capabilities. Unlike other influencer marketing companies who just offer creative, or measurement, Linqia has everything—there are no gaps in the chain. They stole my heart with strategy, but kept my loyalty with their measurement and results. Everything is best-in-class,” remarked Vitola.

What sets Linqia apart is their entire sequence of capabilities.
Everything is best-in-class.” Denise Vitola | VP Brand Integration PR, Social & Influencer at Bayer

The Solution

Beck’s partnered with Linqia to generate buzz, build awareness, and amplify the efforts to encourage and increase video views. Linqia connected Beck’s with 27 male influencers who created highly engaging and authentic content around the Beck’s Independent Artist Series. By the end of the program, Linqia influencers reached nearly 7 million people and drove 130% more traffic to Beck’s Independent Artist Series content. Beck’s, who appreciated the authentic influencer-generated content, repurposed the top-performing images and stories on its social channels.

WHY BAYER CHOSE LINQIA

Music is a core component of any successful influencer campaign, and for the 50+ audience on social media, familiarity and nostalgia win. So Bayer’s One A Day team and Linqia decided to remix the famous “Teach Me How to Dougie” song from the 90s—but with a twist. For the newly minted “Teach Me How To Gummy,” Linqia developed a dance challenge that featured seven creators on TikTok including Alfonso Ribeiro (@alfonsoribeiro) to lead the campaign.

Though the influencers’ primary platform was TikTok, they each had an Instagram and/or Facebook presence as well and cross-posted their content to those channels.

In order to pull this off, Bayer needed to secure music publishing and performance rights to the original track. Music licensing is a daunting task, and if done incorrectly, can create a whole new headache of legal issues for brands. Luckily, the Linqia team is well-versed in this space and negotiated a deal for the original song so that they could use their version in the campaign.

THE RESULTS

27 Linqia influencers reached nearly 6.9 million people across blogs, Facebook, Twitter, Pinterest, Instagram, and Google+. Linqia stories about the Beck’s Independent Artist Series drove 130% more traffic to its promotional content. Linqia influencers drove 2X the program value in earned media across social channels.

HIGHEST PERFORMING POST

@CynthiaGouw | Active Living/ Beauty

  • 4.9% ER
  • Drove a 3X Higher IG ER*
  • *Instagram Engagement Rate Benchmark (static content): 1.08%

Supported by Linqia’s applied learnings, the campaign saw better performance on Facebook and Instagram. Facebook delivered more efficient awareness and impressions, with CPMs averaging 32% cheaper than paid TikTok impressions. Linqia also saw stronger CTRs on Facebook when compared to TikTok, with a 13.1% CTR compared to a 1.6% CTR. All in all, the campaign drove a 1.7% increase in purchase intent, a +2.5% lift in unaided brand awareness, and +5.2% lift in brand favorability.

Comment threads blew up with enthusiastic people, many of whom took on the challenge themselves, and One A Day sales jumped with $2.8MM worth of carted value driven from the campaign.

Awareness

“Awesome Energy” – Tata

brand loyalty

“Great job I love those vitaimns” – Trisha

Consideration

“Vitamin gummy’s are life at my age now lol” -Lupita

Intent to purchase

“Yasss. You just inspired me to switch. Just left Walmart and got me some Women One A Day” – Chantae

The campaign hit every high-level business objective, while staying true to Bayer’s brand values. Combining pop-culture nostalgia with a trending dance challenge, Bayer showed that age is just a number (for companies and consumers) and authentic content wins every time.

let’s work together

We know that the influencer space can be overwhelming, but it’s a must-have for every brand looking to scale in today’s social media space. Want a local tour guide to lead your brand through the complexities of the influencer ecosystem and come out on top? Look no further than Linqia. Click here to request a custom influencer marketing campaign consultation today.