We helped Michelob ULTRA engage customers in a positive and memorable way during the pandemic

Challenge

Create an activation custom to Walmart that would drive awareness and sales of Michelob ULTRA while encouraging customers to spread kindness and joy in a difficult year.

For many Americans, it seemed like the magic of Summer in 2020 might slip away amid the pandemic. Millions of frontline workers, educators, parents and others were feeling overworked and overwhelmed — all while being isolated from family and friends. As Michelob ULTRA developed a national campaign targeting a key brand demographic of fitness enthusiasts, the ULTRA Walmart team sought to create its first custom PR and influencer activation to drive awareness and sales in a unique way while navigating the legal complexities of liquor advertising laws.

Solution

We developed and executed a multi-faceted campaign that put ULTRA and its customers at the center of the summer-long #ULTRAPickMeUp Challenge.

We worked with the ULTRA Walmart team to launch the #ULTRAPickMeUp Challenge in seven key markets across the country, encouraging Walmart customers to create connections and pay it forward in a time when people needed it most. How? By dropping off a 12-pack of Michelob ULTRA at the door of a deserving friend or neighbor and challenging the recipient to do the same. By tapping diverse influencer ambassadors and spinning their inspiring content into engaging and shoppable social ads, display ads and a digital endcap, we took an “ignite, engage and amplify” approach to ensure the program’s full potential. And it was precisely the kind of pick me up Americans were thirsting for.

Results

#ULTRAPickMeUp drove awareness and sales for Michelob ULTRA, exceeding every internal and client benchmark while surrounding the brand with genuine enthusiasm and engagement.

21.9M

impressions

2.5M

engagements

44.2%

engagement rate

34.3K

clicks to digital endcap