Guinness has come a long way since its birth in 1725 in Celbridge, Co Kildare. Now one of the world’s most widely recognised brands, and available in over 150 countries, Guinness is an icon and a symbol of the Irish nation.
So how does Guinness stay on top of the beverage market and gain valuable brand insights which are necessary to continuously increase its market share?
Like many brands, Guinness uses social analytics tools to measure its share of voice, understand its demographics or even monitor its text mentions around its latest advertising spend. But are text mentions enough to give clear, concise, and relevant data? Or, is Guinness, like many other brands, wasting its brand power by ignoring what is being said about it through ever‐growing visual communication?
We decided to monitor images appearing on both Twitter and Instagram that contain the Guinness logo. The results were astounding and showed that over 60% of all Guinness mentions on social media had no accompanying Guinness tag or text. That means that without a visual brand insights tool, 60% of all audience feedback goes unheard.
With such a large percentage of untapped data, are companies like Guinness really able to completely understand who their audience are, what they want, and when they want their product? Or are they making costly decisions based on conversations from a minor part of their audience?
LogoGrab’s visual brand insights tool gives brands like Guinness the ability not only to go beyond tag and text mentions to find what is being said about their brands, but also to allow them to gain valuable insights such as the context in which a product appears in and the sentiment associated with these products.
Using LogoGrab’s Adaptive Learning Engine (A.L.E.) brands like Guinness can make sense of how their products are being used in the real world and can understand the emotion that is connecting their product to their audiences. This gives stronger consumer insights, allowing brands like Guinness the ability to really engage with their audience in future campaigns and to market to “look-a-like” audiences.
The method is simple: text + image gives a more complete and accurate result and keeps brands ahead of the competition.