The challenge

Bud Light was expanding their product line for the first time in over 5 years, launching the Bud Light Next – their first zero carbs, 4% ABV beer. The brand had invested in a Super Bowl commercial but were also looking to further strengthen awareness and consideration among Gen-Z. The aim was to break barriers with the desirable generation, through content that embraced possibility and sparked inspiration, making Bud Light Next the “next” big thing.

The strategy

TAKUMI’s strategy team proposed a blend of high-caliber talent who guaranteed to build momentum and effectively resonate with Gen-Z. The creators were selected across a range of verticals, from gaming to music. The campaign strategy saw the premise of sequential messaging through a mix of content formats, staggered over a carefully planned timeline, aiming to tease audiences and build excitement for the big reveal of the new Bud Light Next. Organic creator content was going to be supported by paid amplification in order to optimize awareness along with consideration.

The performance

The campaign not only exceeded Bud Light’s benchmarks but it significantly over-delivered across all industry standards. Organic reach surpassed expectations which was a true testament to the strength of the content generated by the selected creators. This ultimately resulted in paid amplification efforts that allowed us to scale performance even further.

 

Reviewing the data we identified, each post grew in engagement over the course of the campaign, enforcing the impact of sequential messaging.

 

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