Putting customers at the heart of a campaign

How the market leader in the beer category turned customers into advocates to improve demand.

Over 250 brand ambassadors engaging with our in-app campaign.

Ideas and feedback shaping future launch campaigns.

Ongoing insight informing product development, pricing strategy and marketing messaging.

Overview

ABInBev is the world's largest brewer, one of the world's biggest fast moving consumer goods (FMCG) companies, and home to many of the most well-known beer brands.

Industry

Fast moving consumer goods

Bulbshare community

Use case

Insights, content and ideation

ab-inbev.com

Aim

Facilitate ABInBev campaigns to improve in-pub presence and demand through customer collaboration.

Strategy

Recruit a group of ABInBev brand ambassadors to take part in a campaign, hosted in Bulbshare, that saw them convincing pub owners to install Budweiser on tap. At the same time, we ran a separate insight community providing ideas and feedback to inform product development.