Beer is social, so what better venue to promote “happy hour” moments than on Twitter? That was the strategy Anheuser-Busch InBev (ABI) took to stay top-of-mind with its target drinking-age audience.
As the video below details, ABI leveraged creative assets on Twitter—animated GIFs, videos, branded emojis and in-stream video—for several of its brands, including Budweiser, Bud Light, Stella Artois and Michelob. The goal: Tie customers’ happy moments and special occasions to live conversations on Twitter to grow brand loyalty and sales.
“Twitter is about all those live conversations,” says Victoria Vaynberg, ABI’s head of digital, U.S. “The platform really bridges that gap for us because we’re able to reach out and message those people at those right moments in their lives.”
Not only did the campaign drive conversation about the ABI brands, it resulted in double and triple-digit increases in ROI for its top brands, including a 360 percent year-over-year ROI for Budweiser, 260 percent ROI for Stella Artois, 15 percent ROI for Michelob Ultra, and 10 percent ROI for Bud Light.
