Brand Marketing: Estrella Damm

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.

#Zakynthos #Greece #mediterrràniament #mediterràneamente #estrelladamm Taken for us by @doyoutravel.

A post shared by GUIA ESTRELLA DAMM (@estrelladamm) on

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.

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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.

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Força Barça!

The CEA study abroad program in Barcelona offers a variety of AICAP activities for students to attend throughout the semester. These activities focus on showing the American students how to engage in and experience Barcelona through its culture, language, food, sports, and more. One of the most culturally immersive activities they offer students is a ticket to an FC Barcelona game.

Futbol Club Barcelona, otherwise known as “FCB”, is Barcelona’s professional fútbol club. FCB is well-respected by people from all over the world. They held the first place title in the years of 1997, 2009, 2011, 2012, and recently, 2015. They currently hold second place in La Liga, sitting right below their rival team, Real Madrid.

The rivalry between FCB and Real Madrid’s teams is called El Clásico. When these teams match up, it becomes a really big deal to fútbol fans, not only fans of FCB and Real Madrid, but all fans. Being that they are Spain’s two biggest cities, the team’s fans are very passionate and intense about El Clásico matches. Another reason why the rivalry is so intense is because FCB and Real Madrid are two of the best fútbol teams in the league. Both teams have a huge follower base on social media platforms.

FCB has had many victories throughout its’ history in the league. Here is a list of their honors and awards: 5 Champions League, 3 FIFA Club World Cup, 4 European World Cup Winner’s Cup, 3 Fair Cup, 5 European Super Cup, 2 Latin Cup, 4 Pyrenees Cup, 24 Spanish League Championship, 28 Spanish Cup, 12 Super Spanish Cup, 2 Spanish League Cup, 1 Mediterranean League, 1 Catalan League, 23 Catalan League Championship, 1 Catalan Super Cup, 8 Catalan Cup, and 3 Duarte Cup. They have had a lot of success over the past 117 years when the team was founded in 1899.

The team plays at Camp Nou Stadium, which is the biggest fútbol stadium in all of Europe. The five-star stadium’s current capacity holds almost 10,000 people. Inside the stadium, there is a, “chapel, the presidential box, the VIPs lounge, the press rooms, several television studios, the Sports Medicine Centre, the Operative Control Unit (UCO), the veteran players area, the FC Barcelona club museum…”.

According to Wikipedia, “FCB has the largest social media following in the world among sports teams”. Their follower count ranges from over 20 million on Twitter, 48 million on Instagram, 18,000 on Pinterest, and 98 million Likes on Facebook. FCB’s top players, Lionel Messi and Neymar da Silva Santos Júnior (known as Neymar), bring in a lot of the team’s publicity with their talent and respect towards the game. Messi does not have a Twitter account of his own, however, there is an official fan page for him. The account has over 1.9 million followers.

Neymar’s personal Twitter account has almost 28 million followers.

These players attract a lot of publicity for their team. Social media is a great way to keep up with fútbol games, along with other sporting events all over the world. If someone is unable to watch a game, they can stay up to date with the stats through FCB’s Twitter account.

Not only do FCB’s social media accounts post about the team and receive a lot of feedback, but also thousands of people talk about the team through their own personal accounts.

Barcelona fans are very passionate about their team. An interesting fact that says a lot about the culture in Barcelona fútbol is that drinking alcohol is frowned upon at the games. In fact, alcoholic beverages are not sold in Camp Nou Stadium. Non-alcoholic beer is the only type of drink sold other than water and soft drinks. Barcelona is one of the biggest party cities in the world and drinking is a normal activity all over the city, except at the FCB games. In America, people love to sip on a cold glass of beer while watching their favorite sports teams play. However, in Barcelona, when people go to FC Barcelona games, they are 100% dedicated to watching fútbol. Intoxication is not a priority at these events.

FCB’s 2016-2017 team has three different sets of uniforms. They wear one of three sets, depending on whether the game is home, away, or for another reason (third). There are brand logos on the jersey which shows that the team is sponsored by these brands. The two main brand companies are Nike and Qatar Airways. When the team wears their jerseys with the brands, it advertises these companies, since every game is watched by so many people. The home jersey is the traditional red and blue stripes on the FCB logo and the Catalan flag, as shown below.

The away jersey is a dark purple color.

The third jersey is a light teal color.

In an interview with a CEA student who attended an FCB game, named Stefanie Blumer, she talked about her experience at Camp Nou Stadium. Blumer is originally from Warren, New Jersey, and is not particularly a huge fan of sports, however, she had a great experience at the FCB game. She attended the game on February 19, 2017, when the team played against Leganaés.

This shows that people, regardless if they are into sporting events or not, will most likely enjoy their experience at a professional fútbol game. Not only is the team enjoyable to watch, but also the atmosphere in the stadium is unlike anything seen before. Blumer also provided a link to her Instagram account, where she posted a photo of from the game with her friends. She refers to taking this photo with the FCBarcelona scarf in the interview.

Below is a highlight video from the game Blumer attended. She said it was a really exciting game because Barcelona won at the end of the game. The game was tied 1-1 and Messi scored the winning goal.

This AICAP activity is a great way to immerse American students into Spanish culture. Fútbol games are very important to Spanish locals and seeing it in person allows students to feel the passion reflecting from the fans. CEA should continue providing this activity to students for as long as possible because everyone who went seemed to have a great time.

Getting to Know Valentí Sanjuan

On March 22, 2017, Valentí Sanjuan was a guest speaker in my Journalism 2.0 class and spoke to us about what he does for a living. Sanjuan is a hard-working man of many careers, hobbies, and goals. He is a video broadcaster, author, creative director, and a founder of a brand agency (Gordon Seen). Along with those four, he also trains for Ultraman and Ironman runs and records himself throughout the races and turns the clips into a documentary. These are triathlon races that take place over multiple days. He applies multimedia concepts into everything he does.

Sanjuan explained that he does not work directly under anyone, however, he still has a boss. So, if he does not work under anyone, then who is his boss? Well, his boss is mainly his audience, but also the brands who sponsor him. Without all of his viewers, he would not be as successful as he is today. He gets sponsored to advertise company brands on his YouTube shows, and these brands expect a large audience to watch it, so that makes the audience an important asset for his success. If he loses his audience, brands will no longer sponsor him. Therefore, it is up to Sanjuan to keep his audience entertained and continue watching his shows.

Even though Sanjuan is very successful today, he did not start out that way. He actually started from the bottom. His televised show was once only a radio show. He explained that during his first show, he assembled about a 50 person audience, only because he bribed them with free beer. However, when there was nothing left to bribe people with, only about three people watched his show. Over time, he worked hard to improve the show’s weaknesses and heavily advertised it, and eventually his audience began to grow. Now, his audience is huge and he receives hundreds of thousands of viewers and subscribers to his YouTube channel.

In one of his series, called Vistolovisto, he showed the class how he advertises brands on throughout the shows. If you watch the YouTube video below, you will see on the top left of the tablet, it shows Sony’s brand name.

This is just one of the many examples of branding on his YouTube series. In the photo below, you can see the Estrella Damm brand name, which is another way of branding for companies on the show.

He also travels the world promoting his shows, which helps him gain followers. His goal for the year is to reach 1,000,000 subscribers to his YouTube channel. He seems very motivated and I have no doubt he will reach his goal.

Sanjuan explained to the class about the important methods needed to successfully perform journalistic practices today. First off, having a smartphone or tablet is the most important aspect, along with a tripod. These tools are what put the shows together, in a technological sense. He also mentioned that television, radio, and magazines are no longer necessary, thanks to web 2.0 and social media networks. Next, consistency is another key aspect to success. He must come up with new material and consistently have shows in order to maintain his audience. Also, having a purpose is important. Knowing why he does what he does is what motivates him to continue working hard.

I believe Sanjuan can add “inspirational speaker” to his resume because he inspired me in just an hour and a half, because of how hard he works to achieve his goals. He is optimistic, genuinely loves what he does, and never looks too far into the future. He focuses on the present, which creates a less stressful working environment and allows him to enjoy every moment. My goal in life is to love my career as much as Sanjuan loves his.

Why You Should Study Abroad In Barcelona

It has been almost two months since I arrived in Barcelona for my semester abroad and I have fallen completely in love with this city. There are so many activities and cultural experiences to endure. Locals are very passionate about their city and I completely understand why. Here are a few reasons why I believe you should study abroad here:

1.The Food – tapas, sangria, paella, oh my! Barcelona is well-known for many different delicious cuisines. One of the reasons I was nervous to study abroad is because I am a very picky eater and I was afraid I would not like the food. However, the food in Barcelona is INCREDIBLE! Some of the popular foods in Barcelona are tapas, sangria, and paella. To find great places to eat, check out the social media platforms that promote the best of the best.

Not only does Barcelona have its specialties, but it also has other food that it is not necessarily known for, but probably should be. For instance, there is delicious Italian, sushi, Greek, Indian, etc. Many places are popular tourist spots, but they are not your average touristy restaurants. They are actually delicious, full of locals, inexpensive, and worth trying! For example, Brunch & Cake is a healthy restaurant that presents its food well and makes a great Instagram photo.

 

Barcelona also has La Boqueria, which is an open market that sells a variety of fresh items like fish, fruit, cheese, vegetables, candy, and much more.

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2. Culture. If you enjoy an afternoon nap, Barcelona might just be the place for you. Spain is known for their siestas, a resting period in the middle of the day after lunch. The entire city of Barcelona takes a break in the middle of the day – shops close down, people take naps, and the city gets a rest before the night begins. I usually do not nap in America because I have too much to do and not enough time. In Barcelona, people are encouraged to take a few hours to rest after a big lunch. I have taken advantage of this and I nap almost everyday. Napping gives me the energy to be more productive with the rest of my day.

3. Site Seeing. There are so many beautiful places to see in Barcelona. Many of them are tourist spots, but some are only known to the locals. I enjoy visiting these places because they are unlike anywhere I have been before. Some places include (but are not limited to):

Park Güell

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Sagrada Familia

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Arc de Triomf

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Barcelona Cathedral

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Casa Míla

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4. Nightlife – Talk about partying all night long. The night only gets started at 2 am. Barcelona is home of some of the most popular clubs that are located on the Barcelona Beach. Opium is known for “Loco Lunes”, also known as Crazy Monday. Other well-known clubs are Shoko, Catwalk, CDLC, Razzmatazz, and Bling Bling. The clubs are filled with Americans and locals every single night. It is amazing how many people love to party in this city.

These are only 4 of the MANY different reasons why you should study abroad in Barcelona. I can honestly say Barcelona has my heart and I have no doubt about it having anyone else’s heart too.