Case Study: Anheuser-Busch InBev Improves Ad Emotional Engagement with Nielsen Consumer Neuroscience

Understanding Emotional Drivers to Successfully Create a Global Brand

Anheuser-Busch InBev’s Budweiser brand wanted to become the first global beer brand by connecting with consumers through emotions that were universally relevant. After some success around “anticipation” in sporting events, the team wanted to expand the approach with “celebration” and needed a better way to understand how to increase emotional engagement.

Nielsen Holdings used Nielsen Consumer Neuroscience, combining biometrics and eye tracking with traditional metrics to evaluate early-stage creative for “Epic Toast” and “Coming Home.” The research identified moments that needed optimization, helping the agency improve emotional engagement in both ads, and the finished campaign won a 2012 David Ogilvy award in the International category.

Anheuser-Busch InBev