The former digital media manager of Estrella Damm, Ana López, spoke to my Journalism 2.0 class about brand marketing. Estrella Damm was the first beer brewed in Barcelona in 1876 and is still very popular in Spain today and has expanded to many other countries outside of Spain. However, the brand did not remain popular for all these years without the hard work of the media team, and the current digital marketing team. López talked about how she worked her way up to this position. She also explained the team’s strategies and how they market Estrella Damm all over the world.
López studied journalism and cultural anthropology and worked as a journalist for three years. She switched jobs a few times, however continued with journalism until she was introduced to the world of traditional communication and public relations, before social media existed. She continued her studies and got her masters in communication and marketing, which is how she began working for Estrella in 2009 as a brand manager. Within one year of working at the company, she was promoted to digital marketing manager. However, digital media was just being introduced so López focused more on advertising through television commercials than social media.
However, when social media became more popular, López immediately began utilizing many different platforms to market the brand. The digital media team uses their Twitter (62.2k followers) and Instagram (81.5k followers) accounts the most because they are the two most popular platforms used for advertising. Estrella is also on Facebook, YouTube, and Spotify. Although, when it comes to the their marketing brand strategy, they use social media platforms differently. For instance, Twitter and Instagram are used to market different aspects of the brand.
Twitter is used as a way to market the brand’s campaigns by embedding videos from YouTube so users can simply press “play” to watch instantly. Many people, mostly digital natives, expect to view content fast and efficiently. Without Twitter, users would have to open a new tab, and look for the campaign video on a search engine, which is not as convenient and less likely to happen. When users are already scrolling through their Twitter feed and stumble upon a instant-play video, the chances of them watching it are much more likely.
The team uses Instagram to connect with users based on the current trend. For instance, a current trend on Instagram is landscapes. Many users enjoy viewing photos of beautiful scenery so Estrella did exactly what they had to do. The theme of Estrella’s Instagram account is landscapes, which has nothing to do with beer. López noted that a photo with beer is only posted about once a month. Estrella wants to show people the mediterranean way of life and match with the Instagram community.
In 2015, Estrella’s goal was to sell more of their brand around the world. The company had its big break when Dakota Johnson, an American actress, was featured in a campaign. This video has over 7 million views on YouTube. This increased brand awareness by 5% in Spain and 30% in the UK.
The campaign focuses on a world target. Despite how different these two cultures are, they were able to share a moment of connectivity by toasting with a bottle of Estrella. By incorporating celebrities from a variety of cultures into one campaign, the brand extended to a wide-range of people. This also connects to celebrity marketing, which exposes a sense of credibility of the brand to a target audience. If a well-known celebrity is drinking Estrella, then others will trust that Estrella is a great beer.
Another way Estrella grows digitally is by collaborating with partners. Working with popular industries like restaurants, festivals, and football teams, creates a diverse community of Estrella Damm partners. For example, Estrella and FC Barcelona work together to promote both brands.
This video is outdated, however, it still shows how the football team and beer companies support one another. Estrella Damm is the official beer for FC Barcelona.
Estrella also works with Barcelona Open Banc Sabadell, Sónar, Barcelona World Race, and more. Having good partners is an essential part of brand marketing because it broadens both brand’s networks and keeps good connections with other well-known brands.
Although marketing 2.0 is very important, traditional media and PR is as well. Having credibility builds trust with consumers and other companies. If a brand is not trustworthy, it creates a bad reputation and will negatively impact how others perceive the product.
Knowing how to properly build credibility is key! Combining all of these marketing strategies is how López became successful and well-respected in the world of marketing.