How Asahi Premium Beverages Is ‘Localizing’ Facebook And Instagram Campaigns
“With the Tiger Pistol platform, we can deploy Peroni campaigns through our distribution channels which allows us to deliver more relevant campaigns, track performance, gain valuable audience insights, and maximize share of voice,” says Asahi Group Business ManagerJohn Kelly.
When it came to local marketing for Asahi Premium Beverages, the Japanese beer and soft drink company, the company typically relied on traditional mediums such as printed signage, umbrellas, and giveaways, says John Kelly, National On Premise Group Business Manager.
But as social media has advanced, Asahi, which markets such brands as Schweppes Ginger Ale, a line of vodka, and Italy’s Peroni beer, among others, found that it needed a clearer path to help direct consumers to local shops and bars where they can find its labels.
So Asahi turned to local social advertising platform Tiger Pistol, a Facebook global marketing partner, to manage its Facebook and Instagram presence.
But to help close the loop between social media users and the locations where Asahi products can be found, Tiger Pistol has struck an integration with Yext this week. (Full disclosure: Yext is GeoMarketing’s parent company. More details on that relationship here)
Tiger Pistol’s platform will allow its clients to use the Yext App Directory to run “thousands” of localized Instagram and Facebook campaigns, leveraging the Yext Knowledge Manager to create and maintain digital information that will let consumers know where and when to shop for Asahi products.
Over time this relationship will allow Tiger Pistol users to leverage additional Yext content and data for automated campaigns linked to menu updates, store events and more.
“The Tiger Pistol integration with Yext opens the opportunity for clients to bring their corporate level advertising strategy to their location network across the country via Local Facebook pages,” says Tiger Pistol CEO Steve Hibberd. “It’s a new ‘game changing’ capability that, to date, is delivering 30-50 percent better outcomes on average compared to national campaigns using simple geo targeting.
In terms of how it works, advertising campaign templates are created by the brand and then customized and distributed for each location imported from Yext, Hibberd says.
“Campaign localization includes customized creative, copy, spend and audiences – the campaign not only geo-targets people in the area, but can leverage local or national custom and lookalike audiences overlaid with local geo-targeting.”
Yext launched its App Directory in June. It allows clients to connect digital knowledge from Yext with software systems across the enterprise. The Yext App Directory integrates digital knowledge seamlessly throughout an organization, creating opportunities for growth and time-saving efficiencies with apps for over 20 leading companies, including HubSpot, Smartling, Domo, Zendesk, with Tiger Pistol being the latest.
“With the Tiger Pistol platform, we can deploy Peroni campaigns through our distribution channels which allows us to deliver more relevant campaigns, track performance, gain valuable audience insights, and maximize share of voice,” Asahi’s Kelly says, noting the natural affinities between social media, mobile, and local business.