Anheuser-Busch InBev is set to test geo- and language-targeting on its Facebook pages this week, after the social site announced those capabilities just before Thanksgiving.
Via a Facebook page’s backend dashboard, a marketer like AB InBev can now post offers to people who “like” a brand in a certain country, state/region, or city. According to Facebook’s blog post, brands can also target those likers by language on their pages. Therefore, they will theoretically be able to create locally relevant offers as follows: Spanish speakers in Mexico City; French speakers in Montreal; and, English speakers in Dallas. To be clear, the offers will appear via AB InBev brands’ posts.
The beer-crafting giant will use Syncapse’s platform to test the new targeting capabilities. Toronto-based Syncapse can store data on geo-targeted posts, making it possible for marketers to compare engagements and test messaging tactics.