AB InBev Leans Into Content Creation Across its Portfolio of Global Brands
AB InBev’s new marketing strategy is centered around inspiring consumers to leave their homes—from Corona’s recent travel-themed campaign to Stella Artois’ forthcoming experiential activations designed to motivate people to frequent restaurants. The campaigns reflect the company’s new approach to content creation, its emphasis on first-party data and the four pillars that make up its global marketing strategy, according to an AdExchanger interview with Richard Oppy, VP of global brands for Anheuser-Busch InBev.
The company is shifting from a “disruption” mindset to an entertainment one, Oppy says, with each brand owning a different passion point. Stella is focused on food, Budweiser on sports and music and Corona is associated with travel and the outdoors. To accomplish this, the company is creating hundreds of pieces of content and then measuring engagement to see what’s working digitally and then modifying it.
In terms of its approach to data, AB InBev is placing more emphasis on building first-party data in order to personalize at scale, cross reference with social platforms and attend to data privacy. The goal is to achieve a full-funnel marketing approach.
AB InBev’s global marketing strategy is built on four pillars, Oppy says: using creativity to solve consumer problems, acting as a content publisher, innovating beyond products—in ways like merchandising and experiential—and sustainability.
For more on AB InBev’s marketing strategy for its global brands, read on in AdExchanger.