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The beer brand sees a 6X return on ad spend by
using Facebook media to increase reach and
frequency of its most engaging P...
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Bud Light Publishing Case Study: Boosting sales through digital media

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My work on Bud Light publishing, providing that our online programming stimulated offline behavior.

The beer brand saw a 6X return on ad spend by using Facebook media to increase the reach and frequency of its most engaging Page posts.

Bud Light is brewed using a blend of premium aroma hop varieties, both American-grown and imported, and a combination of barley malts and rice. Its superior drinkability and refreshing flavor makes it the world’s favorite light beer.

The Goal
Increasing brand preference

Bud Light wanted to increase the reach and frequency of its most engaging Page posts over a four-week period in December 2012 to increase brand preference among consumers ages 21-34, and drive sales.
This targeted campaign allowed us to identify and amplify our top content, and tie fan exposure of our Page post ads to a notable uptick in offline Bud Light sales.

The Solution
Facebook-only campaign

Bud Light is renowned for its fun and witty content, both on and off Facebook. We decided to run a Facebook-only campaign between Dec. 3 and Dec. 31, 2012 focused on increasing the reach and frequency of its most engaging Page posts over the previous year. One highly engaging Page post ad showed someone pouring a Bud Light from a smartphone. Targeting was to fans and non-fans ages 21-34 and frequency averaged over 5X over the 28-day period.

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Bud Light Publishing Case Study: Boosting sales through digital media

  1. 1. The beer brand sees a 6X return on ad spend by using Facebook media to increase reach and frequency of its most engaging Page posts over a four-week period. Goals Bud Light wanted to use Facebook as a broad reach vehicle to increase reach and frequency of its most engaging Page posts over a four-week period in December 2012 to: • Increase brand preference among consumers ages 21-34 • Drive sales of its beer during the promotional period Approach Since it created its Facebook Page in 2009, Bud Light has used the platform where it has more than 5 million fans to showcase its content, renowned for being witty and sparking viral conversations. Bud Light decided it would run a Facebook-only campaign between Dec. 3 and Dec. 31, 2012, that entailed identifying its most engaging Page posts and using Facebook media to increase their reach and frequency. Beginning Dec. 3, Bud Light ran Page posts ads that appeared in all Facebook placements as well as in mobile News Feed. • Ads were created from past Page posts that had driven high engagement • One highly-engaging Page post ad showed someone pouring a Bud Light from a smartphone • Another featured a football stadium made out of lun- cheon meat with the text “Bud Light in the fridge.” • Targeting was to fans and non-fans ages 21-34 • Frequency averaged over 5X over the 28-day period To determine the impact of the campaign on in-store sales, Bud Light conducted a ROI study with Datalogix, which measures the actual offline sales lift resulting from digital media across a universe of over 100 million consumers at the 1:1 level, providing unprecedented scale. Bud Light Page Page post ad Mobile Ad Bud Light is brewed using a blend of premium aroma hop varieties, both American-grown and imported, and a combination of barley malts and rice. Its superior drinkability and refreshing flavor makes it the world’s favorite light beer. facebook.com/BudLight Case Study | ROI/Sales Results • 3.3% sales lift among households exposed to the ads versus the control group. • 6X return on advertising spend • 22.8 million U.S. households reached by the campaign, representing 20% of total U.S. households • 18X increase in reach for the “smartphone Bud” to 16 million unique users after the post was distributed with Facebook media “Bud Light is a very social brand that naturally lends itself to a broad and highly-engaged Facebook fan base. This targeted campaign allowed us not only to identify and amplify our top content, but to tie fan exposure to our Page post ads to a notable uptick in offline Bud Light sales. We’re a data-driven company, and results like these help us make smart digital marketing decisions that tie to the bottom line.” Lucas Herscovici, Vice President of Digital Marketing, Anheuser Busch

My work on Bud Light publishing, providing that our online programming stimulated offline behavior. The beer brand saw a 6X return on ad spend by using Facebook media to increase the reach and frequency of its most engaging Page posts. Bud Light is brewed using a blend of premium aroma hop varieties, both American-grown and imported, and a combination of barley malts and rice. Its superior drinkability and refreshing flavor makes it the world’s favorite light beer. The Goal Increasing brand preference Bud Light wanted to increase the reach and frequency of its most engaging Page posts over a four-week period in December 2012 to increase brand preference among consumers ages 21-34, and drive sales. This targeted campaign allowed us to identify and amplify our top content, and tie fan exposure of our Page post ads to a notable uptick in offline Bud Light sales. The Solution Facebook-only campaign Bud Light is renowned for its fun and witty content, both on and off Facebook. We decided to run a Facebook-only campaign between Dec. 3 and Dec. 31, 2012 focused on increasing the reach and frequency of its most engaging Page posts over the previous year. One highly engaging Page post ad showed someone pouring a Bud Light from a smartphone. Targeting was to fans and non-fans ages 21-34 and frequency averaged over 5X over the 28-day period.

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