St Patrick’s Day is a massive deal for party brands: a sharp spike of customer activation is measured all over the globe. Whatever your opinion on “plastic paddies” and their bizarre penchant for dressing up as leprechauns, there’s no denying that St Patrick’s Day is particularly popular on visual social media like Instagram, Tumblr or Pinterest.

WHITE PAPER

VISUAL FOOTPRINT OF BEER BRANDS INSIGHTS GENERATED FROM ST PATRICKS DAY 2015 CELEBRATIONS

THE PROBLEM

Counting hashtags alone can be misleading

How can we find images relevant for brands in the sheer volume of images posted worldwide during a global event like St. Patrick’s Day? Hashtags certainly help. However, at party time people get lazy and dont necessarily want to spend time tagging their favorite brands even if they are the subject of their picture. So what about all those pictures where a brand is in the background? Lost.

THE PERFECT STORM FOR GENERATING CONSUMER INSIGHTS

Visual Footprint - Beer brands during St Patrick’s Day

1

There’s a simple reason for that: party-goers prefer taking pictures of their “booze“ moments rather than talking about them. More than 50,000 #stpatricksday pictures were shared on Instagram alone this year.

+

+People

Global Event

Brands

Beer

+

THE SOLUTION

Your logo, your most reliable hashtag

Utilizing the latest advances in machine learning, we are now able to train computers to identify elements within pictures and videos. With Computer Vision technology we can discover the precise number of times the beer brand logo is being shared in pictures online without textual mention.

E: info@beautifeye.co P: +353 85 816 4760 W: http://www.beautifeye.co

MARCH 15 16 17 18 19 20

#stpatricksday Posts On Instagram

18K

0

2

BRAND EXPOSURE

WHITE PAPERVisual Footprint - Beer brands during St Patrick’s Day

BENEFITFor companies that recognise social media as a lens into the mindset of the consumer, the insights that can be gleaned from this sort of information are immeasurable. It enables you to communicate, at scale, to the right people, at precisely the right time.

More than 50,000 pictures related to St Patricks Day were shared on Instagram alone this year.

► Which drinks brands were the most popular?

► Which brands had the most visual mentions?

E: info@beautifeye.co P: +353 85 816 4760 W: http://www.beautifeye.co

AN EXTENDED WINDOW OF OPPORTUNITYINSIGHT

Notice how the big spike of content around the 17th is actually succeeded by a small tail of posts in the immediate aftermath.The buzz surrounding St Patrick’s Day doesn’t simply exit the public’s consciousness on the 17th, rather people are still riding the St Patrick’s wave long into the days and nights that follow.

Visual Mentions from 16/5/15 to 18/5/15 GUINNESS DOMINATESINSIGHTIt should come as no surprise that Guinness looms large over all other drinks brands on St Patrick’s Day. After all, studies indicate that 13 million pints of the black stuff are imbibed worldwide on the 17th of March each year!

*Visual Mentions: images that include a logo but no hashtag

BRAND EXPOSURE - VISUAL ANALYSIS

WHITE PAPERVisual Footprint - Beer brands during St Patrick’s Day

Its mark on the day is indelible, but with so many images on the likes of Instagram and Twitter, how can we ascertain what’s actually relevant to the Guinness brand? Not only that, but how can we digest the content and turn it into something constructive? Something that makes sense?

This is where the Computer Vision and Machine Learning comes into play.

COMPUTER VISION, MACHINE LEARNING AND VISUAL FOOTPRINT.

At Beautifeye we can, for instance, teach computers to understand the Guinness logo. So rather than having to sift through millions upon millions of photos by searching hashtags; instead we present the computer with lots of different logos, enabling it to automatically detect and locate our favourite dark stout brand, like in the image to the left.

BENEFITUsing logo recognition analysis, we haveincreased the total number of images relevant for Guinness by 41% . These involve photos that don’t include the Guinness hashtag but do feature the Guinness logo.

3E: info@beautifeye.co P: +353 85 816 4760 W: http://www.beautifeye.co

Instagram image above: The brand logo is successfully detected and located within the picture.

ONLY 48.5% OF IMAGES CONTAINING GUINNESS WERE HASHTAGGEDINSIGHT

BENEFITFor brands, why is it important to track your visual footprint in this manner?Put simply; with Computer Vision technology we can discover the precise number of times the Guinness logo is being shared in pictures online so you can get in depth insights to how customers

The iconic black pint is a straightforward image, but one that evidently resonates with people all over the globe. By sharing it on Instagram people are engaging with the brand and delivering an efficient yet compelling message. One that simply says; “I’m drinking Guinness.”

BRAND EXPOSURE - VISUAL ANALYSIS

WHITE PAPERVisual Footprint - Beer brands during St Patrick’s Day

GUINNESS AND CO-OCCURRING BRANDS

Using Logo Recognition, we performed analysis on other brands to surmise which drinks co-featured the most in images with Guinness. We discovered that 5% of the images containing the Guinness logo also contain the Jameson logo. While in approximately 2% of the cases Baileys and Magners also appear.

4E: info@beautifeye.co P: +353 85 816 4760 W: http://www.beautifeye.co

IRELAND COMES IN 4TH FORGUINNESS CONSUMPTION INSIGHT

BENEFITThe ability to measure and illustrate the conversation around your brand, the emotional sentiment and focus on what the most common topics associated to your brand help in planning and monitoring effective social media campaigns.

St Patrick’s day has a reach that extends far beyond the streets of Dublin.

Less surprising is the breakdown of where images of Guinness were shared. As the nation that gave birth to the modern phenomenon of St Patrick’s day, it is fitting that the USA (also the apex of Irish immigration) comes out at the top, with the UK, Canada and Ireland hot on its heels.

GUINNESS IS MOST COMMONLY ENJOYED WITH JAMESON, BAILEYS AND MAGNERSINSIGHT

BENEFITBy being able to filter your user generated images by demographic on visual platforms you can see your customer demographics first hand. This gives you a wealth of knowledge in to the types of leisure activities, purchasing power, resi-dencies and age ranges of your customers. It is allautomated, saving you time and money.

IMAGE FILTERING BY DEMOGRAPHIC

BEAUTIFEYE PROPRIETARY TECHNOLOGY

CONCLUSION ► Computer Vision can greatly help in

cutting out the noise and in maximising the understanding of complex social activation events like St. Patrick’s Day.

► In the case of Guinness, a high volume brand on Instagram, Computer Vision can focus the analysis on the conversations that really matter and extend the coverage from textual mentions only to those “visual mentions” that cannot be detected with hashtags.

5

WHITE PAPERTaste of Dublin - An Instagram Perspective

There is a tsunami of images being uploaded every day. Since 2010 we are sharing 20 times more images and this figure will continue to grow rapidly.We have found a way to easily transform that data in to actionable insights through an automated system detecting faces, logos, text and demographics ensuring that you never miss a customer’s interaction with your brand. Customer experience is put into context and you get deeper, more accessible marketing insights in minutes.

We find more relevant content for a specific segment.

E: info@beautifeye.co P: +353 85 816 4760 W: http://www.beautifeye.co

Beautifye focus and commitment has always been to provide brands with the top technology to harvest social media data. Beautifeye is powered not only by great tech but also by a heterogeneous and multicultural team of 5 innovators from Italy, Germany, France and Ireland.

We are a tech start-up founded in 2013 and based in Dub-lin, Ireland. We love hacking data and statistics.We love pictures even more because we can see the world through them without moving from our computers!

ABOUT US