An Influencer Strategy for Budweiser in Canada
(5 pages of text)
In January 2018, a senior manager at Labatt Breweries of Canada, headquartered in Toronto, was thinking of how to launch an influencer strategy for the Budweiser brand in Canada. The manager needed a strategy to connect with a group of influential bloggers and other influencers in Canada. These influencers’ opinions affected the way different brands were viewed. Getting the influencers on-side would require finesse as Budweiser was typically seen as different from the new, popular craft-brew brands. Budweiser was the leading beer brand in Canada. It needed to be more relevant to the 18–24 target group, a group that the brand had struggled to reach despite allocating significant marketing dollars to promote its product. The senior manager, who was looking into implementing an influencer marketing campaign, realized that she needed to do some planning regarding how to take into account influencers’ views and preferences.
This case is suitable for use in a variety of places in an undergraduate- or graduate-level course on marketing strategy. Specifically, it can be used to explore how to develop a cohesive marketing strategy to reverse declining sales and how to harness consumer insights with the intent of highlighting a brand’s key product benefits. After working through the case and assignment questions, students will be able to do the following:
- Identify key consumer insights.
- Describe the developing influencer marketing industry.
- Explain the advertising services industry.
- Outline the challenges of creating country-specific advertising.
Canada, Large, 2018
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