Case Study: Beck’s Germany achieves an 11-point increase in ad recall with Facebook Video Ads

Appealing to global beer tastes with Facebook video ads

Beck’s, the long-established German brewery enjoyed in over 85 countries, set out to raise awareness of its “Taste the World” line—three new flavours (Irish Red Ale, English Pale Ale, Australian Amber Lager) alongside the original 1873 Pils—by reaching beer drinkers on social and mobile platforms.

Working with Facebook Creative Shop, Beck’s adapted a TV spot into a mobile-first News Feed video (9:16 vertical, sound-on/off, heartbeat rhythm and repeated key messages) and targeted adults 18–45 on Facebook and Instagram. The mobile-optimised ad outperformed the original TV creative in tests, driving an 11-point lift in ad recall, an 8-point increase in message association, reaching 14 million people, and prompting the brand to scale spend and adopt a mobile-first video approach.

Beck’s Germany

Philippe Ankewitz

Manager Marketing Operations