Cannes Lions

#WeAllLoveBeer

CP+B, Sao Paulo / ABINBEV / 2016

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Overview

Description

We discovered that there was a hidden truth behind the behavior of the waiters all over the world. Every time woman ask for a beer in a bar and there is a man with her who asks for another drink, the waiters brings the beer for the man and the other drink for the woman. Qualitative and quantitative online researches confirmed the insight.

Besides that 47% of the people with interest in beer are women (FB audience insights).

Execution

We used mainly YouTube, Facebook and Twitter to promote it. Along the first week of the campaign we only promoted it for women. Once it started become a hit, we added new targets.

Besides that we used a DMP to understand deeper the profile of those who were interacting with the video and promote it to look-a-like audiences.

And a DSP centralized strategy, helped us to set the frequency along different channels like Facebook and YouTube.

The campaign ran from September 21 until October 31, in 9 different countries: USA, Canada, Mexico, Brazil, Argentina, Belgium, UK, China and Korea.

Outcome

The conversation started:

56.6 MM VIEWS

OVERCOMING THE TARGET BY 80%

HIGH RELEVANCE 1 IN 5 SHARED

1 OUT OF 3 WHO STARTED WATCHING, WATCHED UNTIL THE END

POSITIVE COMMENTS: 98%

MORE THAN 100 NEWS ARTICLES

Women were inspired all over the world and started a movement on their own. Showing their love for beer.

The hashtag #wealllovebeer had thousands of posts on Instagram, Facebook and Twitter, reaching more than 10 million people around the world. 1627 posts peaked 150 thousand likes on average.

From Social Media to the Prime Time news:

In nine countries, the conversations were talked about in the mainstream news. And better: the society began to rethink the relation between woman and beer.

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