Real Time Humor _

June 2014 - June 2017

Company Agency 10 digital’s goal for Licor Beirão’s Digital Marketing: To communicate as if we were Carranca Redondo in the 21st Century.

Communicating like Carranca Redondo in the 21st Century.

   The Challenge 
To make in 2017 what José Carranca Redondo did in the 20th century: communicate with irreverence and humor, putting the brand in everybody’s mouths.
   The Briefing 

100 years ago the man who would change advertising in Portugal was born. José Carranca Redondo had an irreverent personality and he would become the founder of Licor Beirão and the mastermind behind several campaigns that marked an era – from the Salazar joke that made Salazar himself laugh, to the posters with a majorette too bold for the era.

The centenary of the birth of Licor Beirão’s founder was celebrated between 2016 and 2017, and the brand was challenging 10.digital to reproduce his success on social networks, even though nobody would even dream about them back then. The aim was clear: to find a bold online positioning, with sense of humor, that would catch up with Portuguese people and that would make them remember the brand’s values.

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   The Strategy 

With this goal, 10.digital bet on strengthening humor’s relevance through real-time marketing. We focused on news with high media potential to make the Portuguese laugh.

After two consecutive years as the Portuguese brand with the largest number of content shares, and after becoming, in 2016, the brand on the Food and Beverage sector with the most fans in Portugal, 2017 is becoming the year with the best results ever regarding posts that seize the moment.

The strategy, conceived by 10.digital for Licor Beirão, has been followed not only on a national level, but with the concern to seize all relevant opportunities to consolidate the brand’s humorous and irreverent positioning on an international level.

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Section Beginning Facebook Post Digital Marketing Licor Beirão titled Shot face, Ronaldo? (Cristiano Ronaldo) by Company Agency 10 digital

Shot face, Ronaldo?

In 2016 Licor Beirão launched the campaign "Shot face", on which the main character, Juvenal, gained an everlasting frown on his face after having tasted a shot of whisky one day.

Less than a year after this, a not so flattering bust of Cristiano Ronaldo was becoming viral on social media, and 10.digital was quick to react. This allowed Licor Beirão to remember the campaign, having reached on a single post the biggest number of interactions of its history: 75,000 in Portugal alone, having had serious repercussions abroad as well.

Reach
3,9 millions
Reactions
81 thousand
Comments
3,9 thousand
Shares
13,7 thousand
Facebook Post Digital Marketing Licor Beirão by Company Agency 10 digital titled Shot face, Ronaldo? (Cristiano Ronaldo)
   Reach 
Reach Digital Marketing Licor Beirão by Company Agency 10 digital in Portugal (Facebook Post titled Shot face, Ronaldo?)
Portugal
2,6 millions
Reach Digital Marketing Licor Beirão by Company Agency 10 digital in Spain (Facebook Post titled Shot face, Ronaldo?)
Spain
508 thousand
Reach Digital Marketing Licor Beirão by Company Agency 10 digital in England (Facebook Post titled Shot face, Ronaldo?)
England
672 mil
Reach Digital Marketing Licor Beirão by Company Agency 10 digital in France (Facebook Post titled Shot face, Ronaldo?)
France
141 thousand
   Reactions 
Reactions Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook post titled Shot face, Ronaldo?)
Portugal
75 thousand
Reactions Digital Marketing Licor Beirão by 10 digital in Spain (Facebook post titled Shot face, Ronaldo?)
Spain
2,3 thousand
Reactions Digital Marketing Licor Beirão by 10 digital in England (Facebook post titled Shot face, Ronaldo?)
England
2,9 thousand
Reactions Digital Marketing Licor Beirão by 10 digital in France (Facebook post titled Shot face, Ronaldo?)
France
876
   Comments 
Comments Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Post titled Shot face, Ronaldo?)
Portugal
3,3 thousand
Comments Digital Marketing Licor Beirão by 10 digital in Spain (Facebook Post titled Shot face, Ronaldo?)
Spain
244
Comments Digital Marketing Licor Beirão by 10 digital in England (Facebook Post titled Shot face, Ronaldo?)
England
166
Comments Digital Marketing Licor Beirão by 10 digital in France (Facebook Post titled Shot face, Ronaldo?)
France
132
   Shares 
Shares Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Post titled Shot face, Ronaldo?)
Portugal
12,8 thousand
Shares Digital Marketing Licor Beirão by 10 digital in Spain (Facebook Post titled Shot face, Ronaldo?)
Spain
398
Shares Digital Marketing Licor Beirão by 10 digital in England (Facebook Post titled Shot face, Ronaldo?)
England
283
Shares Digital Marketing Licor Beirão by 10 digital in France (Facebook Post titled Shot face, Ronaldo?)
France
188

When you have a guest at home

On May 2017 social media was buzzing with the frowny face reception Pope Francis gave to Donald Trump. If most brands follow the rule of not joking with football, family or religion in Portugal, Licor Beirão decided to not play by the book again.

On a quick reaction, the brand justifies Pope Francis’ straight face, opposed to the smiley President of the United States: Trump had clearly finished Pope’s Beirão.

The post, with incredible results in Portugal - only surpassed by the one previously presented - was the one that generated more interactions ever on the English communication page of Licor Beirão.

Reach
2,22 millions
Reactions
44,6 thousand
Comments
2 thousand
Shares
7,2 thousand
Facebook Post Digital Marketing Licor Beirão by Company Agency 10 digital titled When you have a guest over (Pope and Donald Trump)
   Reach 
Reach Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Post titled When you have a guest over)
Portugal
1,7 millions
Reach Digital Marketing Licor Beirão by 10 digital in England (Facebook Post titled When you have a guest over)
England
620 thousand
   Reactions 
Reactions Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Post titled When you have a guest over)
Portugal
36,8 thousand
Reactions Digital Marketing Licor Beirão by 10 digital in England (Facebook Post titled When you have a guest over)
England
7,8 thousand
   Comments 
Comments Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Post titled When you have a guest over)
Portugal
1,5 thousand
Comments Digital Marketing Licor Beirão by 10 digital in England (Facebook Post titled When you have a guest over)
England
456
   Shares 
Shares Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Post titled When you have a guest over)
Portugal
5,9 thousand
Shares Digital Marketing Licor Beirão by 10 digital in England (Facebook Post titled When you have a guest over)
England
1,3 thousand

When you have a guest at home
Follow-up

The posts generated a wave of laughs all over Facebook. A lot of fans asked Beirão to send the Pope a bottle and some even helped the brand, by searching for Papal Residence’s address leaving it as a comment on the post.

With another quick reaction to fan feedback, the brand actually sent the bottle with a letter to Pope Francis.

Reach
265,7 thousand
Reactions
7 thousand
Comments
260
Shares
452
Facebook Follow-up Post Digital Marketing Licor Beirão by Company Agency 10 digital titled When you have a guest over (Pope and Donald Trump)
   Reach 
Reach Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Follow-up Post titled When you have a guest over)
Portugal
258 thousand
Reach Digital Marketing Licor Beirão by 10 digital in England (Facebook Follow-up Post titled When you have a guest over)
England
9,7 thousand
   Reactions 
Reactions Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Follow-up Post titled When you have a guest over)
Portugal
6,8 thousand
Reactions Digital Marketing Licor Beirão by 10 digital in England (Facebook Follow-up Post titled When you have a guest over)
England
310
   Comments 
Comments Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Follow-up Post titled When you have a guest over)
Portugal
251
Comments Digital Marketing Licor Beirão by 10 digital in England (Facebook Follow-up Post titled When you have a guest over)
England
9
   Shares 
Shares Digital Marketing Licor Beirão by 10 digital in Portugal (Facebook Follow-up Post titled When you have a guest over)
Portugal
426
Shares Digital Marketing Licor Beirão by 10 digital in England (Facebook Follow-up Post titled When you have a guest over)
England
26

Champions League Final

On June 3rd 2017 the UEFA Champions League final was being played. A few minutes after the end of the match, on which Portugal had shone by means of his biggest football star, Licor Beirão shares the celebratory "SIIIIIIM".

The ambiguity of the slogan became a success amongst the fans: the best in the world really is Portuguese.

Reach
756,7 thousand
Reactions
15,3 thousand
Comments
293
Shares
1,2 thousand
Post Digital Marketing Facebook Licor Beirão by Company Agency 10 digital titled Champions League Final

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