BUDWEISER WENT ALL-IN ON LONGFORM STORYTELLING TO WIN OVER FANS’ HEARTS.
Consumers think Budweiser is too big, too old, too corporate, and as a result it’s lost share in the beer category. We needed to change how people felt about Bud before we could impact their purchase decisions. Traditional ad units serve an important purpose, but we weren’t shifting anyone’s perception of Budweiser in 15 seconds or less.
We threw platform recommendations and marketing best practices out the window. Rather than focusing all of our energy (and money) on traditional ad units, we made a big bet on branded, longform storytelling. No product in the first three seconds, no keeping the video as short as possible, no overt branding. Just real stories featuring real people.
By authentically telling stories related to Budweiser, we were able to connect with people on a deeper, more emotional level. Serving our videos specifically to passionate audiences, such as Yankees fans for our Derek Jeter tribute, ensured that the people most likely to share were seeing our content first.
Views can be bought, but earned media results like the ones we’ve seen this year only come with content that resonates. By letting our creative be as long as it needs to be to tell the story, and by building our creative on audience and cultural understanding, we are strengthening the Budweiser brand.