August 23, 2019

BUD LIGHT "BREAKS THE FEED" WITH PINTEREST VIDEOS

RESULTS

7%

Lower CPM

compared to brand benchmark


64%

Higher video completion rate

compared to brand benchmark

OBJECTIVE

Drive consideration for Bud Light’s new line of beer, Peels, measured by engagement and video views.

STRATEGY

Activating compelling creative that makes users stop mid-scroll in a crowded feed can be a challenge, especially in a competitive market like alc-bev. For the Bud Light Peels summer drink series, SocialCode’s media team implemented a targeting strategy on Pinterest to reach a female demographic that is active on the platform but beyond their traditional audience. 

Using Pinterest’s Max Width Video format, the Peels ads were able to “break the feed” by imitating in-feed video features side by side -  a branded ad on the right interacting with a summer-themed “organic” ad on the left. An extensive audience strategy was set in place that resonated with both sides of the ad. Interests including Travel, Outdoor Sport, and Summer Vacation were used to speak to the summer and travel themes of the left side of the ad while general keywords including Summer Flavor and General Alcohol were leveraged for the branded part of the ad.

LEARNINGS

For seasonal products with a niche target audience, consider tapping into a platform like Pinterest that allows for more strategic targeting with interests and keywords.