Case Study: Skol increases ad recall, purchase intent and brand recognition with Facebook

Skol - Customer Case Study

Skol, one of Brazil’s leading beer brands and an official sponsor of the Rio 2016 Games, needed to cut through heavy competition and boost visibility while energizing young consumers (18–24) and older fans during the Olympics. The challenge was to be more than present in consumers’ feeds—Skol wanted to entertain, drive in-store sales and build affinity across key demographics during a highly connected global event.

Skol ran a two-phase, mobile-first campaign—“Skol Delegation”—using platform-tailored video ads on Facebook and Instagram, a bottle-cap ticket promotion, a “How to Torcer” cheering video series, and one of Brazil’s first Messenger Bots to suggest events and venues. The effort drove measurable lifts: a 9-point increase in ad recall and a 5-point increase in purchase intent in phase one, a 5-point gain in brand recognition in phase two, and a 75% read rate for Messenger Bot messages.

Skol

Felipe Santini

Brand Manager