Challenge
Budweiser sought to democratize urban culture in the country by amplifying the BUDX platform via the integration of visual arts, fashion, technology and all forms of artistic expression tied to urban culture and electronic music as the main priority.
TEAM BUD, the first group of organic ambassadors for the global brands of Backus AB InBev. Based on the challenge and the question “How to ensure Budweiser can credibly take over the conversation around urban culture?”, we identified and successfully brought on board an organic team of leading ambassadors in their fields of expertise (photography, fashion, art and music), committing to invest in their projects (in line with the brand’s profile).
Impact.
We achieved greater engagement with the Budweiser audience, positioning it as a platform that promotes emerging urban talent. During the course of 2019, more than 1K organic impacts were (IG stories and IG posts) created by TEAM BUD, achieving a social media reach of 1.4M and a free investment (the amount that would have been paid for all the content generated) of $145,785.90.
Areas.
Challenges.
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