- The Objective: More Budweiser is sold abroad than in the U.S. A critical part of InBev’s acquisition plan for Anheuser-Busch and SABMiller is the ability to drive growth with the expansion and premiumization of Budweiser abroad. As they look to accelerate growth, they identified a tremendous opportunity to build on their successful World Cup sponsorship and take on a more consistent presence in football by sponsoring the two biggest football leagues in the world – La Liga and the English Premier League.
- The Idea: We teamed up with Sergio Ramos, undoubtedly one of the most well-known and celebrated football stars on the field today – being the captain of a World Cup Champion Team and the current captain of Real Madrid, a major player in the Spanish Football League, La Liga. With Ramos’ laundry list of career accomplishments, we knew fans wanted to get even closer to the process behind the magic and learn more about his seemingly superhuman talents. We launched the social-first campaign with a teaser photo posted by Ramos on Instagram, followed by a longer piece of social content that gave the world some answers.
- The Results: In just 24 hours, the post got over 1.5 million likes and more than 15,000 comments.