Michelob ULTRA drinkers enjoy a social, active lifestyle. Some of their best times are spent over a cold, refreshing beer in the company of friends after a good workout with their running club or tennis buddies. In order to bring that lifestyle to social media, we created content (for Facebook, Instagram, and Twitter) that depicts the activities our fans enjoy and encourages them to pursue their passions with helpful tips and aspirational images.
We worked with paid partners to target and scale content. From our learnings, we discovered product heavy shots do the best on Facebook and used that information to create really beautiful product shots. We hopped on cultural moments that we knew our fans would engage with, including this Fourth of July post. Our "things organized neatly" series is a top performer on Instagram. Knowing that aspirational imagery and ideals do extremely well on Instagram, we used that knowledge to create a series of inspirational quotes on the platform that tapped into our consumer's interests.
Our biggest struggle was figuring out how to portray an active lifestyle without having our models drinking while running, hiking, etc. and instead have it be their "reward" post activity. We were able to come up with a solve that was product focused, but also illustrated an active scene.
We posted real-time Twitter updates around events that our consumers enjoy, including the Miami Open this past spring. We traveled to the event to cover the matches as well as capture images for future use as evergreen content.
We shot original content and created a short 30-second video to introduce Michelob's 'Superior Coaching' campaign to our audience. This video was pushed out on our Facebook page.