We needed to make our campaign relevant to those everyday guys who scroll through social channels and actively ignore brands. We wanted to insert ourselves into their lives and conversations without them even noticing, whilst giving them something that no-one else could.

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So we asked people to send their goals to Budweiser. And – knowing everyone wants to see their own goal on television - we gave the best scorers the star treatment, partnering with pundits Gary Neville, Jamie Redknapp and Ed Chamberlin and analysing the greatest goals on TV using the Sky Sports format.

We adopted the language our audience was speaking, building our idea around a format they would recognise as entertainment.

We didn’t need a concept more complicated than that.

Kicking the campaign off, we filmed our own amateur goal and had the well loved Sky Sports pundits analyse it in the iconic Sky Sports studio.

Partnering with LadBible (reach of 12mill), we launched the video exclusively in social.

Then we aired the goal in a 90” TV ad, calling people to send their goals in.

We simultaneously put the message out through integrated channels asking for more goals.

Every week we aired the best on TV/online, creating 5x30 second ads highlighting the greatest goal sent in that week.

For the finale, the pundits picked their favourites and we shared the winning goal in big TV spots at the end of the season.

Amongst our target (men, 18-34), we saw consumption increase by 4.52 points over the course of the campaign - taking us from 4th in the category to a clear first.

Our % growth was also higher than any other brand we measured over the same period.

Reach:

¥ 12 million organic views of all online content

¥ 128 pieces of organic press coverage

Engagement:

¥ 1,109 goals submitted (benchmark of 500)

¥ 25% Engagement Rate with content on Facebook (benchmark of 1.16%)

¥ Cost per engagement 0.02 (benchmark of 0.38)

¥ 300k views of goals on the website

¥ Avg. of 9 goals per visitor

¥ Bounce rate 16% (benchmark of 47%)