Budweiser’s ‘Grow One’ campaign helps position Budweiser as socially responsible

Budweiser’s ‘Grow One’ campaign helps position Budweiser as socially responsible

Budweiser’s ‘Grow One’ campaign on Facebook shows that a tie-in with a charitable cause can help create a socially responsible image for a brand – even when the brand, in this case an alcoholic beverage, may not be traditionally associated as such.

Budweiser, on its Facebook page, has recently been promoting its ‘Grow One’ campaign. With a dedicated tab, and Facebook post announcements, Budweiser’s 993,000 Facebook fans are being encouraged to stop shaving and grow a beard in an attempt to save one million gallons of water to help the environment.

WaveMetrix social media analysis shows that Budweiser’s ‘Grow One’ campaign is successful in driving some consumers to associate the brand with social responsibility. With a focus on helping the environment, consumers “thank” Budweiser for “helping to save the Earth”. However, the focus on male hair growth limits female engagement with the brand, with interactivity decreasing when compared to other posts, suggesting Budweiser missed an opportunity to utilise and engage its entire fan base.

Budweiser’s ‘Grow One’ campaign is successful in fostering a socially responsible brand image:

Budweiser’s ‘Grow One’ campaign is successful in fostering a socially responsible brand image

  • 21% of consumers associate the Budweiser brand with being socially responsible:  Driven by the ‘Grow One’ campaign, almost a quarter of consumers associate Budweiser with social responsibility. They “thank” Budweiser for its “water saving program”, with some saying they will “save the environment” by “drinking Budweiser beer”
     
  • Other posts drive little association of the Budweiser brand with social responsibility: Budweiser’s other Facebook posts, such as news on motor sports and conversational posts, have little impact on Budweiser's socially responsible image, further highlighting the 'Grow One' campaign's success

The male focus of the ‘Grow One’ campaign limits female engagement:

The male focus of the ‘Grow One’ campaign limits female engagement

  • Female interaction with the ‘Grown One’ campaign is at low levels compared to Budweiser’s other posts: With the focus on male facial hair, the Budweiser ‘Grow One’ campaign drives relatively low levels of female engagement. Whilst some females respond saying they will “stop shaving” too, female interaction is at less than half the levels of other posts, suggesting Budweiser is missing an opportunity to engage its entire fan base

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