Bud Light: Driving Retail With Emerging Formats

A classic brand taps new channels to win in-store sales

How we did it

Finding our audience

By reaching on-the-go consumers at various retail touchpoints

Positioning for success

By elevating Bud Light as the core brand within the family of products, including Bud Light Seltzer and Bud Light Flavors

Driving results

With a 2.4X lift in offline sales ROI vs. Yahoo Benchmarks 1

1Source: Yahoo internal data

Background

The cooler essential

With a consumer base that’s always connected and always on the go, Bud Light looked for innovative ways to promote their brand as a summer essential. Together with Yahoo, they positioned Bud Light as the core to a family of products including Bud Light, Bud Light Seltzer and Bud Light Flavors.

Solutions

Going big, going everywhere

The omnichannel campaign spanned audio, native, and cross-platform video. It also included streaming services to connect with millennial audiences and digital-out-of-home video ads at gas stations and convenience stores. Bud Light tracked offline sales ROI in real-time leveraging a Yahoo proprietary dashboard. By extending video assets into the retail space, Bud Light found the strongest ROI of any format: 2.4 times greater than the benchmark.

Results

Summertime success

By leveraging emerging formats, Anheuser-Busch increased awareness of Bud Light’s family of brands, supported the launch of in-store variety packs, and drove purchases as consumers stocked up for summer fun — reminding them that no cooler is complete without a Bud Light.

Bud Light approaches digital marketing the same way that it approaches the market: a leader that pushes boundaries and connects with people on their terms.

Laurel Van Tassel, Director, Digital Media, Anheuser-Busch

[Yahoo] offers us the ability to optimize campaigns in real-time to drive in-store sales, helping us maximize ROI.

Laurel Van Tassel, Director, Digital Media, Anheuser-Busch

Solutions

Digital out-of-home video ads

Across gas station and convenience store screens

The Yahoo DSP

Delivered emerging channel formats including Connected TV and audio

Native, Display and High Impact ad formats

Tracked through our In-Flight Sales Analysis tool

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