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Last week brands in the spirits and auto industries moved up in The Dachis Group's Social Business Index, a real-time ranking of 30,000+ multinationals' performance in social.

We take a look at the top twenty listings and focus on those brands that performed especially well: Chrysler, Carlsberg, and Diageo, fine purveyor of libations.

  

Chrysler Group LLC 

Lizzie Steen

When Jeep’s 2014 models — Patriot, Grand Cherokee, Wrangler & Wrangler Unlimited, Compass, and Liberty — were launched at the Detroit Auto Show last week, they caused quite an international stir. The unveiling prompted discussions across numerous countries’ Jeep Facebook pages. The sentiments expressed by fans were mostly favorable. Jeep Middle East showcased a test drive of the Grand Cherokee and a positive review of the new Jeep Wrangler. Jeep France promoted their products with the tagline: “Everything is possible in a Jeep.” Jeep Turkey posted an image of a Wrangler plowing through two feet of snow with the exclamation, “A Jeep owner knows well.” 

Jeep’s ability to drive fan engagement internationally is a testament to its fluid navigation of the social space. Validation of company efforts came when the brand rose 22 spots on the SBI to close at 110, just a short distance away from the hot 100.

Diageo 

Lizzie Steen

The British alcoholic beverages company, Diageo, advanced to #27. The move up isn’t surprising, considering the popularity of the company’s subsidiary brands—Smirnoff, Johnnie Walker, Baileys, Guinness, Jose Cuervo—each of which possess the tagline superlative of “world’s best-selling [fill in alcohol type here].” 

However, it was the world’s best-selling vodka, Smirnoff, that was primarily responsible for Diageo’s nineteen-spot climb. The brand’s Facebook page, with 8.7 million likes, is one of Diageo’s most popular on social. The company generates daily content that produces thousands of likes, the most popular of which last week alluded to the Golden Globes. 

By jumping on the publicity bandwagon surrounding the event, Smirnoff put its own spin on the nominating process by allowing fans to vote for one of three “golden cocktail[s].” The bright yellow spirits spurred discussion with 11,076 likes, 1,133 comments, and 525 shares. Fans could even imbibe in preparation for the celeb-filled event by making a “Kissed Caramel Mule.” 

The cocktail, which promoted the company’s Kissed Caramel Vodka, was a Smirnoff spinoff of the classic Ginger Mule. Smirnoff fans responded favorably with 9,297 likes, 433 shares, and 101 comments. Brand love continues to be a positive factor for Smirnoff, which will hopefully allow it to keep advancing in the SBI ranks. 

Carlsberg 

Allison Squires

Last week Skol, a Brazilian beer, drove Carlsberg 23 points higher in the index due to a YouTube video posted to the brand’s Facebook page. The post drew more than 4k shares, almost 16k likes, 1k+ comments and successfully drove fans to the YouTube channel. 

The “Operation Skol” video on the Brazilian channel shows army-like training for men running through obstacles with cups full of beer — and trying their hardest not to spill. This engaging video is short, compelling, and portrays Skol as a beer for tough guys. So, for all you badasses in Brazil, grab a Skol and drink up.

 Editor's note: The Social Business Index, a free ranking compiled by The Dacchis Group, is based on an analysis of conversations on Twitter, Facebook, YouTube, and other social platforms.

It is based on the execution and effectiveness of businesses at driving outcomes such as brand awareness, content sharing, and advocacy.

Cielo Lutino

Published 23 January, 2013 by Cielo Lutino

Cielo Lutino is a writer and producer for Econsultancy and other organizations. 

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Comments (2)

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Marc Pearson

Interesting! There is an unlimited ability to create new products in these two industries, and these industries are all about having the newest, latest thing. Therefore, when a new product does launch, it seems to get more attention than it maybe should.

almost 4 years ago

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Brian Kotlyar

Hi Marc,

You're absolutely right in regards to product launches. We've been doing this kind of analysis for over a year and have found that one of the most reliable ways to generate significant engagement among a customer/prospect base is through new product launches. This doesn't in anyway mean that the engagement is worth less though. People get legitimately excited when a new version of their favorite vehicle comes out or a new beverage or sequel to a movie... This is exactly the kind of brand buzz the companies are seeking as they seek to trigger a strong launch around a new product.

Happy to discuss further if you'd like!

Brian Kotlyar
Director, Dachis Group

almost 4 years ago

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