White Claw Bringing the Wave to You

Hi, my friends. Welcome back to Caroline’s Mojo Dojo Casa House for Marketing! Can you believe it has come to our final blog? Happy times do go by too fast. In our last blog together, let’s talk about how our competitor, White Claw, manages personalization to attract consumers.

How is White Claw doing the personalization?

Looking at White Claw’s marketing emails, I don’t see a clear indication of them using personalization. However, when I go to their social media page, I do see content tailored for a specific type of audience. To make their content more personable, White Claw keeps up with trends and changes in consumer taste with different creative campaigns and collaborations.

To name a few, White Claw collaborated with Nails.INC (@nailsinc) to unveil a vibrant nail polish set, seemingly targeting its younger female consumers. For its music-lover consumers, White Claw has also teamed up with musicians and artists to put together its Shore Club Mainstage concert in several states. More recently, this week, as Spotify launched its 2023 Wrapped campaign, White Claw also launched its version of Wrapped to shout out to people who interacted with them the most on Instagram, making its content more engaging and relatable in many senses.

I guess we can say that even though White Claw is not doing personalization tailored explicitly for one person, it is using personalization for different consumer groups. It may be a more efficient way to approach personalization, and I’m curious how it will work out.

How is the personalization working out?

Although we cannot see the exact like counts on White Claw’s Instagram posts, we can scroll through the comments fairly painlessly. Compared to the brand’s previous posts, we can see the Wrapped campaign received more comments and interactions than the brand’s previous campaigns did. In this sense, this seems to be working pretty well for White Claw.

Why should brands do personalization?

In my opinion, personalization will become the norm for brands in the future. With the help of generative AI, making personalized content has become easier than ever. Personalization can benefit brands in many ways, namely boosting engagement, improving experience, and building brand loyalty. Therefore, there is no reason for brands not to personalize their content.

Well, what do you think about personalization in marketing? I want to hear your thoughts, and please leave any comments if you wish! Before I see you next time, have the warmest winter and the best holidays!