Case Study: Bud Light achieves a 25-point lift in ad recall with Facebook mobile video and carousel ads

Boosting sales through digital media

Bud Light, the flagship light lager from AB InBev and the top-selling U.S. light beer, aimed to boost brand favorability and generate buzz during the Super Bowl by better connecting with the right audience.

Working with Weiden+Kennedy and Facebook Creative Shop, Bud Light ran a mobile-first campaign on Facebook and Instagram using vertical video, Canvas and swipeable carousel ads that extended its medieval "Dilly, Dilly" storytelling to second screens. Targeting U.S. adults 21–49 and NFL fans, the Jan–Feb 2018 campaign drove a 25-point lift in ad recall, a 4-point lift in agreement that Bud Light is “a brand for me,” and reached 49% of the target audience.

Bud Light

Lucas Herscovici

Vice President of Digital Marketing