Objectives

Elon Musk once said.... "he who controls the memes, controls the universe..." 

Our objective was to take that wisdom and transform our Instagram into a meme account in 2020.

Strategy and Execution

Where there is a good time, there is a Bud Light. We are the ones that bring the fun, so that’s exactly what we wanted people to find on our Instagram. So, we approached the platform like our fans' favorite meme accounts to unlock new possibilities to join culture with our product at the center of it all. 

We even went searching for a CHIEF MEME OFFICER to help us get it done!

• SPARK UGC: We opened it up to our fans and encouraged them to get in on the action.
• DRIVE CULTURAL RELEVANCE: We created popular memes, GIFs and trends while also creating our own culture.
• HAVE INFLUENCER MINDSET: We partnered with influencers to make meme content for our key passion points
• HERO PRODUCT: We challenged ourselves to make the product the hero of most stories. No matter how outrageous that was. 

Results

CHIEF MEME OFFICER TOTAL IMPRESSIONS: 612M

INSTAGRAM ORGANIC EARNED IMPRESSIONS: 22.3M

2020 INSTAGRAM FOLLOWER GROWTH: +50K

2020 INSTAGRAM ENGAGEMENT vs 2019: +33%

2020 INSTAGRAM MERCH SALES vs 2019: +210%

Media