Anheuser-Busch
Strategy: Elaine Hunt
Account Lead: Emily parent
Design: Chloe Bartlett
AB wanted a new take on social, so we worked with their internal team to develop a strategy focused on UGC content, product- focused imagery, and educational content that would bring them into trending topics while staying true to their brand and core audience. We created a series of interactive stories that include, AB trivia, fun holiday cocktail recipes, beer dating series and more!
Social Profile
Due to COVID-19, we cancelled pre-planned photoshoots. We had a shortage of branded assets and needed to source options that felt fresh and matched the Anheuser-Busch aesthetic. We knew that brand engagement increases 28% when users are exposed to a combination of UGC and branded content. We focused our energy on hitting those pillars by sourcing UGC specific to the time and creating low cost at home photoshoots. These shoots focused on lifestyle and product based imagery while still feeling UGC.
Giphy Sticker Packs
We focused on creating interactive and user-friendly content for our insta stories like the A-B giphy sticker pack. The stickers are accessed through Instagram stories, and became a huge hit amount followers sharing their love for AB.
AB Starter Pack
AB Summer Seltzer Pack
Engaging Strategy
One of the major updates we made to the Ab Social evergreen feed was the addition of custom content. We created fun and engaging pieces of content that would appeal to younger users, such as an AB dating app, Reels, and Instagram filters.
Valentines Day Beer Dating App Series
Beer Dating App Story
Custom Story
The AB Beer Bracket Showdown Story was a series of posts that had our audience vote on their favorite AB brand. We encouraged fans to return the next day to vote on the next round until a winner was chosen. Most of the brands engagement on social came from interactive stories like this one.
‘What should you drink?’
Instagram Filter
Instagram Reels
