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Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 12th Annual Shorty Awards

Tiger Pistol Enables Local Social Activation at Global Scale for Global Fortune 500 Beverage Company

Finalist in Consumer Brand, Facebook, Localization

About this entry

Anheuser-Busch InBev (AB InBev) had been using national television commercials and on-site print collateral to drive performance for its beer brands, but the company did not have a method to reach potential customers at the right time and place with a clear brand message to drive foot traffic to its local Points of Consumption (POC), a decentralized network of independent retailers, bars, and restaurants. 

To deploy a global-to-local strategy successfully for AB InBev, Tiger Pistol needed a means to reach their locations easily and quickly to onboard them into the local program. To facilitate location sign up, we added a new Platform feature allowing a sales rep to onboard an end-location to receive campaigns from AB InBev. With just a hyperlink and a 30-minute training, every sales rep for AB InBev was enabled to onboard locations to the campaign program in under 5 minutes.  

For the program, AB InBev outlined the following objectives: 

Tiger Pistol and AB InBev also outlined the following goals: 

Why does this entry deserve to win?

Post-onboarding, Tiger Pistol’s platform could enable AB InBev with a simple, effective way for their POCs to automatically publish relevant, on-brand, best-practice Facebook ads straight from the local POC Facebook Business Page. This was achieved by addressing campaign objectives and goals. 

Objectives

1. Ensuring interests and offers were targeted to and for relevant consumers 

2. Implementing strong calls-to-action, including “Get Directions” to drive foot traffic

3. Ensuring use of quality, on-brand creative in-line with national marketing efforts

Goals

1. Engagement with a decentralized network of independent businesses (POCs) that pour/sell AB InBev beer brands  

2. Implement hyper-local dynamic targeting specific to each business sales area

3. Allow for advertising creative that’s on-brand and can be personalized for each POC

4. Gain the ability to provide relevant campaign results to both brand and POC

AB InBev previously focused their massive advertising budget on corporate-level campaigns. After using Tiger Pistol’s platform, the company was able to compare spend on national campaigns versus the local campaigns.

Results

Through Tiger Pistol’s Platform, AB InBev scaled its social advertising, distributing brand-approved campaigns to thousands of restaurants and bars worldwide, reaching more than 710,000 consumers per POC and bridging the existing gap between broadcast and on-site print collateral, driving foot-traffic to individual local restaurants and bars resulting in increased sales. 

Additional Results: 

The net result of achieving AB InBev’s goals is not only a lower cost of delivery compared to advertising the same products nationally, but also happier business owners and managers, as the real story of the global-to-local play is that it brings the local business owner into the fold. The local restaurant chain’s general manager or the local sports bar owner can see the benefits of a scaled marketing campaign in real-time - benefits that are powered by global agency support, with high quality creative, and execution.

Media

Produced by

Tiger Pistol, Anheuser-Busch InBev

Link

Entry Credits