The challenge of the campaign was to partner Budweiser with the right rising country music artist for a touring sponsorship and product placement opportunity. We focused on finding a true partner that fit the brand and loved the beer.
The solution was to partner Budweiser with country music artist Matt Stillwell due to his connection with NASCAR's Kevin Harvick. Our goal was to not only gain video views for the artist but create awareness, gain brand impressions and drive overall digital engagement. We needed to start a conversation with his current fan base, while also setting a level of engagement expectation for any new fans he gained over the course of the partnership and Facebook advertising campaign.
We focused communication on the individuals engaging with the music video ad. Facebook fans were a key component in this brand campaign and their basic engagement allowed to us to maintain communication on an ongoing basis, and through retarget marketing, we could continue building a relationship. This was effective in driving engagement and shares as it portrayed the brand/artist as very personable, open and responsive.
The campaign itself began a dialogue between the viewers and the artist that directly impacted the artist’s bottom line and his future. Millions of users who viewed the video were moved to tears, shared their family stories, emailed the artist, downloaded the song, signed up for newsletters, commented, liked and shared.
The campaign was and is a massive success. In just the first 8 months, the video reached 19,000,000 views, 1,000,000 likes, comments and shares. In addition, the artist’s page gained 65,000 likes, placing him at 115,000 total page likes. This rapid growth opened up opportunities for future touring, merchandise sales, brand partnerships and tour sponsorships.
To date, the campaign has received over 100,000,000 digital impressions
Over the 8th month campaign, the video received over 32,000,000 impressions
The artist received 109% page growth
First month fan engagement increased 1,495.86%
First month daily page impression increased of 1,055.2%
Second month fan engagement increased 5,499.05%
CPI (Cost Per Impression) over the campaign equaled $00.00011402
Grayscale was nominated for a Facebook Advertising Award