Carlsberg details websites’ shift to secure ‘the widest digital footprint possible’
In an ever-splintering media landscape, Carlsberg wants websites at the centre of online experiences for its brands and is implementing a framework that will sharpen its marketers' focus on customers and content.
Each month, the Carlsberg and Tuborg brands reach more than 4 million fans through social platforms, the brewer claimed in its annual report. The boast reflects the breadth of a widening digital footprint that draws on the strengths of social media channels yet shifts the engagement to the brand site.
Carlsberg’s online overhaul, dubbed Pegasus, is already underway and plans to bring content, product and branding together in one place. In its annual report, the brewer singled out the plan as a key part of its digital investments last year, though it is not yet completed.
When visiting a site a user sees a myriad of stories from the specified beer and through smart filters can dive into related videos, Instagrams, Facebook posts and tweets. Carlsberg plans to eventually enable over 500 brands in over 160 markets to have their own unique brand experience.
This global set up, which revolves around a streamlined and scalable template, aims to ensure brand platforms can be launched at low cost, quickly and easily localised to different markets. Every brand can share and publish content – from their packaging, TV and social channels – via the new sites, making it easier to cater for cultural nuances, whilst also allowing for tired and tested content to be reused.
The advent of social media and apps has seen the role of the site questioned by some companies, while others, like Carlsberg, see the site as a lower cost advertising channel capable of providing an invaluable always on resource. Some like Vodafone and Microsoft have gone a step further and tested their sites as social hubs as a way to convert incoming traffic from online ads into sales.
Carlsberg also plans more digital innovations in the on-trade, similar to its offer of half price beer in exchange for Instagram posts.
The investments are underpinned by the brewer’s return on marketing investment (ROMI) model, which supplements its value management measures. It reflects the increased pressure on marketing at Carlsberg to spur sales as volumes dipped in 2014. Volumes fell 3 per cent in the period due to ongoing challenges in Eastern Europe.