Business Platform
Amstel
Celebrating the community with personalized marketing
Brand
Amstel showed its support of Pride Month in Brazil with a campaign of ads that click to WhatsApp, which enabled members of the LGBTQIA+ community to showcase their pride by creating a personalized Reel in WhatsApp Business Platform.
1.5
million people reached*
65,000
messages exchanged with the brand*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Celebrating with pride
The lager maker wanted to show support for the LGBTQIA+ community in Brazil, so it created a June 2024 Pride Month campaign centered around the empowering message of “Yes, I Am.”
Their Goal
____
Empowering content creation
Amstel wanted to help members of the LGBTQIA+ community showcase their pride by creating a personalized Reel in WhatsApp Business Platform using their own videos, images and words.
Their Solution
____
Creating personalized Reels in WhatsApp
In partnership with conversation platform Blip and video production agency StayFilm, both Meta Business Partners, the company developed a campaign of ads that click to WhatsApp, targeted to adults 18-65 in Stories, Reels, Feed and carousel formats across Facebook and Instagram. Amstel selected Advantage+ Placements in Ads Manager, which allows Meta to show ads across all available placements based on an advertiser’s selected settings.
The team developed three different creative approaches for the campaign: a carousel of photo ads encouraging the audience to create a custom Reel (“How about making Reels of your proudest moments?”) and then outlining the steps to do so; a Stories placement (“Yes, I Am … One word tells every story”); and a video ad in Feed depicting LGBTQIA+ weddings in different cities around the world.
“As supporters of the LGBTQIA+ community in Brazil, it was very important for us to be vocal during Pride Month. We wanted to give people the opportunity to share their spirit with others by helping them create their own personalized ‘Yes, I Am’ Reels in WhatsApp. Nearly everyone that clicked on our ads interacted with us on WhatsApp, and we saw positive ad recall and message association from the campaign as well.”
Fernanda Saboya
Consumer Connections Director, The Heineken Company
Audiences could click the WhatsApp button or “Learn more” from the ad to enter an automated conversation with Amstel on WhatsApp Business Platform. The WhatApp messaging experience asked users to submit their own videos, photos and words that help tell the story of “Yes, I Am” based on their own experience. The WhatsApp experience then generated a personalized Reel that the user could share to their Instagram or Facebook account to celebrate their pride in who they are. Each Reel ended with the phrase “Yes, I AM” followed by “I AMSTEL” and the Amstel logo.
Their Success
The team saw positive ad recall and message association results from a Meta Brand Lift study it ran throughout the duration of the campaign, and also reported strong reach and engagement, including:
____
More than a million reached
- 1.5 million people reached*
- 65,000 messages exchanged with the brand*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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