Cannes Lions

MOVEMENT by Michelob ULTRA LIVE

MICHELOB ULTRA, New York / ABINBEV / 2020

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Overview

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Credits

Overview

Background

Michelob Ultra's livestreamed workout series aims to reach fitness-minded consumers who rely on social media to stay in touch with the outside world during the pandemic, while raising money for personal trainers suffering financial hardship as fitness chains and studios remain closed. The series also reinforces the brand's positioning as a beer for health-conscious consumers who are minding their intake of carbohydrates, as the low-carb beer makes up 10% of Anheuser-Busch InBev's U.S. sales. As housebound people worry about their personal health during the crisis, Michelob Ultra is taking a proactive approach to engaging consumers whose workout routines have been disrupted.

Idea

Before quarantine, local gyms and studios showed up for our guests at the sold out MOVEMENT by Michelob ULTRA fitness festivals. Committed to bringing joy to wellness, it was now time for Michelob ULTRA and our audience to show up for them & keep their businesses open.

Strategy

The "Movement by Michelob Ultra Live" series gave viewers a chance to tip trainers who appear in the videos while raising money for gym workers who face financial hardship, per an announcement shared with Mobile Marketer. The target audience was Adults +28, who enjoy an active & healthy lifestyle, but believe in enjoying the process & having fun along the way makes for an important balance.

Execution

The workouts streamed every Thursday at 6 p.m. ET on Michelob Ultra's Facebook Live, Instagram Live and YouTube Live channels, followed by a virtual happy hour that lets viewers ask trainers questions about health and fitness. Influencers and celebrities included DJ Steve Aoki, Quest Love, Alessandra Ambrosio and Adriana Lima.

Each week, Michelob ULTRA paired a local gym, studio or trainer in need with a top athlete, celebrity or fitness enthusiast for a live workout & happy hour to drive awareness and donations to that week’s partner via a virtual tip jar.

Each dollar raised was matched by Michelob ULTRA and partner Optimum Nutrition.

Outcome

-Raised over $187,000 total for 21 local gyms and studios

-Garnered 435MM PR impressions (335% of target) with 100% positive sentiment, with 236MM digital impressions and 28.8MM views in the USA (142% of target)

-Ran internationally in Mexico (yielding 5.15MM views) and Canada (yielding 1.8MM views)

-Significant increase in brand perceptions, including Worth (+2 pts. to 74%)

-Significant improvement in Funnel performance, across Consideration (+2 pts. to 37%) and P4W Penetration (+2 pts. to 19%)

-Significant growth in Brand Power (+0.1 to 2.9), Meaningful (+2 pts. to 114), and Salient (+3 pts. to 103)

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