Kingfisher, the beer brand from United Breweries, has crossed the one-million fan mark on Facebook.

“Since youth is a sizeable part of our target audience, it makes sense to engage in social media which is deeply engraved in their DNA. And Facebook is a big forum that youth live on. Kingfisher recognised this opportunity and created a FB fan page a year-and-a-half ago.

‘Our fan base has been increasing at 10-15 per cent every month with an explosion in the last eight months or so. We are targeting two million fans in the next six months,” says Mr Samar Singh Sheikawat, Senior Vice-President, Marketing, United Breweries.

To celebrate the Kingfisher fan page achieving a million fans, 10,000 gifts were given away to fans online.

“We update our Facebook page once on weekdays and twice on weekends. And when there are promotions and contests, the updates are even hourly. We also use the Facebook page to promote our events like the October Fest and calendar launch.”

There aren't too many Indian brands that have surpassed the million mark – they include Fastrack, Tata DoCoMo and Zoozoos.

“It is important to keep the conversations on Facebook about the people and not about the brand. It is never about Kingfisher the brand. For instance, it is about people posting pictures from their holiday with Kingfisher or sharing their favourite Kingfisher moment,” says Mr Sheikawat.

Kingfisher also hopes to leverage the upcoming IPL tourney to drive forward its digital initiatives.

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