Social Media Monitoring Part 2: Taking White Claws into the Fall – And Beyond!
Recap:
Last week, we looked at the hard seltzer brand White Claw’s successful summer and its attempts to launch a new product line to help carry that success over into the fall and beyond. White Claw Pure launched in early October, but analytics show the company’s last big spike on social media was in early September when it was announced that there was a shortage of White Claw. This week, we’ll look at the analytics since this early September spike and analyze how the brand is doing so far this fall. We’ll also consider some new goals for the company and recommendations on how to reach them.
Recent Analytics:
Since the early September spike in White Claw’s popularity has been on a decline. This decline continued through the October launch of White Claw Pure and through the rest of the month.
However, it isn’t just White Claw that has been struggling. Looking at a comparison between White Claw, competitor Truly and just the search term “hard seltzer,” we can see that all have been much lower since the summer. Since this product was so heavily associated with the warm summer months, it’s not very surprising.
Looking at Social Mention, we can see that current mentions of both popular hard seltzer brands are low. While mentions are low, sentiment is generally positive toward both brands. Passion and reach are also relatively low, though I suspect both would have been higher in the peak of summer when White Claw especially was at the height of its popularity.
Goals and Recommendations:
1. Speak Up in the Groundswell
While plenty of people were talking about White Claw in the groundswell this summer, White Claw wasn’t doing much in the way of talking back… listening… or energizing. I’d say this is a big missed opportunity for White Claw. White Claw’s marketing director feels differently:
This type of conversation should be happening across their other major channels, including Facebook and Instagram.
The opportunities are truly endless, but they all require White Claw to speak up more in the groundswell.
2. Promote Year-Round Sales
I believe the solution to White Claw’s year-round sales problem lies within the groundswell! If White Claw were listening more to their customers, they would see that there already seems to be a widespread call for new flavors.
Yes, some of this Pumpkin Spice White Claw talk may be a part of the “joke” that has made White Claw so popular. However, as noted last week, White Claw marketers have said they don’t mind if people are buying their product ironically – they’re still buying it. So a Pumpkin Spice White Claw, I think, has a chance at being successful. Especially if it were done as a “limited release” and were in short supply. It may be possible to generate the same kind of spike in social media mentions we saw in early September when the brand had a shortage.
There are other options, though. While pumpkin spice may not be a flavor that works for the brand, people are clearly clamoring for new seasonally-appropriate flavors. We’ve seen Lime-a-Ritas launch a Cran-ber-Rita flavor just in time for the holiday season. Analytics were difficult to find for this specific product line, but it is one option White Claw could explore.
Also, White Claw’s competitor Truly is making a big push to sell themselves as the replacement for all other drinks. See their latest ad:
This ad is funny and catchy, which is more than can be said for White Claw’s ongoing use of generic, pre-packaged marketing materials.
3. Build Brand Loyalty
Over the summer, White Claw became synonymous with hard seltzer, much like Kleenex is synonymous with tissue or Band-Aid is synonymous with bandages. Clearly, some brand loyalty already existed among White Claw’s fans. White Claw should work to build up brand loyalty by engaging with their already active customers and making them brand ambassadors. These people are already out in the groundswell saying great things about White Claw, but imagine how much further their message could spread if White Claw were to encourage brand ambassadors with merchandise or exclusive offers to try their new flavors. These brand ambassadors can easily be found and reached within existing social media channels and helped to share their messages. For example, Marky Draving on Facebook regularly responds to negative comments for the company.
Conclusion:
White Claw was wildly successful this summer with almost no marketing or social media push. People were so actively talking about their brand, that White Claw was able to just sit back and ride high on the sales. However, as we leave the summer months behind, there's a risk that many will leave White Claw behind with it. With more engagement in the groundswell, the possible development of some limited edition flavor lines, and energized brand ambassadors, White Claw could build a year-round following and sales. The question is, will they? Or will they let next summer become The Summer of Truly?
Last week, we looked at the hard seltzer brand White Claw’s successful summer and its attempts to launch a new product line to help carry that success over into the fall and beyond. White Claw Pure launched in early October, but analytics show the company’s last big spike on social media was in early September when it was announced that there was a shortage of White Claw. This week, we’ll look at the analytics since this early September spike and analyze how the brand is doing so far this fall. We’ll also consider some new goals for the company and recommendations on how to reach them.
Recent Analytics:
Since the early September spike in White Claw’s popularity has been on a decline. This decline continued through the October launch of White Claw Pure and through the rest of the month.
However, it isn’t just White Claw that has been struggling. Looking at a comparison between White Claw, competitor Truly and just the search term “hard seltzer,” we can see that all have been much lower since the summer. Since this product was so heavily associated with the warm summer months, it’s not very surprising.
Looking at Social Mention, we can see that current mentions of both popular hard seltzer brands are low. While mentions are low, sentiment is generally positive toward both brands. Passion and reach are also relatively low, though I suspect both would have been higher in the peak of summer when White Claw especially was at the height of its popularity.
Goals and Recommendations:
1. Speak Up in the Groundswell
While plenty of people were talking about White Claw in the groundswell this summer, White Claw wasn’t doing much in the way of talking back… listening… or energizing. I’d say this is a big missed opportunity for White Claw. White Claw’s marketing director feels differently:
“We want to let consumers have the conversation they want to have,” said Sanjiv Gajiwala, 39, the senior vice president of marketing at White Claw. “I’m not interested in forcing myself into a conversation they’re already having about me. I’m grateful they’re having that conversation.”While he at least recognizes one of the tenants of the groundswell that your brand is what people say it is, I think he’s discounting an opportunity to engage in that conversation. Even if he didn’t want to change the way people were talking about White Claw, they could still be feeding into the ongoing conversation. They could share the funny memes and viral videos. They could embrace them and try to make them part of their marketing campaign. Why not partner with the comedian who created the first viral video? Then when you launch a new product line, he could produce a sequel and build hype. White Claw could continue the humorous attitude that many have about their brand and start responding to haters on their social media with funny responses. Some of this is happening on Twitter for the brand, but it is limited.
This type of conversation should be happening across their other major channels, including Facebook and Instagram.
The opportunities are truly endless, but they all require White Claw to speak up more in the groundswell.
2. Promote Year-Round Sales
I believe the solution to White Claw’s year-round sales problem lies within the groundswell! If White Claw were listening more to their customers, they would see that there already seems to be a widespread call for new flavors.
Where’s the pumpkin spice flavored white claw at tho?— Sass master (@morganhanagan) October 15, 2019
Yes, some of this Pumpkin Spice White Claw talk may be a part of the “joke” that has made White Claw so popular. However, as noted last week, White Claw marketers have said they don’t mind if people are buying their product ironically – they’re still buying it. So a Pumpkin Spice White Claw, I think, has a chance at being successful. Especially if it were done as a “limited release” and were in short supply. It may be possible to generate the same kind of spike in social media mentions we saw in early September when the brand had a shortage.
There are other options, though. While pumpkin spice may not be a flavor that works for the brand, people are clearly clamoring for new seasonally-appropriate flavors. We’ve seen Lime-a-Ritas launch a Cran-ber-Rita flavor just in time for the holiday season. Analytics were difficult to find for this specific product line, but it is one option White Claw could explore.
Also, White Claw’s competitor Truly is making a big push to sell themselves as the replacement for all other drinks. See their latest ad:
This ad is funny and catchy, which is more than can be said for White Claw’s ongoing use of generic, pre-packaged marketing materials.
3. Build Brand Loyalty
Over the summer, White Claw became synonymous with hard seltzer, much like Kleenex is synonymous with tissue or Band-Aid is synonymous with bandages. Clearly, some brand loyalty already existed among White Claw’s fans. White Claw should work to build up brand loyalty by engaging with their already active customers and making them brand ambassadors. These people are already out in the groundswell saying great things about White Claw, but imagine how much further their message could spread if White Claw were to encourage brand ambassadors with merchandise or exclusive offers to try their new flavors. These brand ambassadors can easily be found and reached within existing social media channels and helped to share their messages. For example, Marky Draving on Facebook regularly responds to negative comments for the company.
Conclusion:
White Claw was wildly successful this summer with almost no marketing or social media push. People were so actively talking about their brand, that White Claw was able to just sit back and ride high on the sales. However, as we leave the summer months behind, there's a risk that many will leave White Claw behind with it. With more engagement in the groundswell, the possible development of some limited edition flavor lines, and energized brand ambassadors, White Claw could build a year-round following and sales. The question is, will they? Or will they let next summer become The Summer of Truly?
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