Situation

At the peak of India’s second Covid-19 wave, social media was filled with pleas for help.

But without the right boost, these pleas were getting lost in the vast expanse of social media.

Brief

Budweiser wanted to make a meaningful difference in India’s fight against Covid-19.

Objectives

Connect people to each other so that the community could rally together and save lives.

At the peak of India’s second Covid-19 wave, social media was filled with pleas for help.

But without the right boost, these pleas were getting lost in the vast expanse of social media.

At a time like this, Budweiser wanted to make a meaningful difference in India’s fight against Covid-19.

So, it decided to put its marketing budget to better use.

Idea

Turn Covid emergency social media pleas into paid ads in real time.

Because only paid ads can be geo-targeted to deliver better results, faster.

A war room verified pleas and converted them into ads, in real-time.

Next, these ads were then geo-targeted to within 5 kms of the plea’s origin.

This enabled people in need to find help faster, and renewed hope in troubled times.

Turning 4800+ pleas into ads helped the pleas reach 43 million people.

Most importantly, it helped us save 17 precious lives!

It was clear that broadcasting pleas to people in the right location, and at the right time, was crucial to saving lives.

But only paid ads could be geo-targeted.

So, Budweiser decided to use its marketing budget to turn covid emergency pleas into ads.

A war room was set up to verify pleas and turn them into ads in real-time.

These ads were geo-targeted to within 5 kms of the pleas’ origins.

This enabled the pleas to find help faster.

The war room also verified handles offering help before putting them in touch with the authors of the pleas.

We started by setting up a war room that consisted of individuals from media, social listening and creative teams.

This war room trawled social media for covid emergency pleas.

Once found, the pleas were verified and turned into ads in real time.

Next, the media experts broadcast the ads to within 5 kms of the pleas’ origins.

Once help was found, the war room verified the contact details before sharing them with the author of the plea.

At its peak, the war room was amplifying more than 150 pleas a day.

The campaign amplified over 4800+ pleas and helped them reach 43 million people.

As a result, we were able to help countless families find what their loved ones needed.

Most importantly, this timely intervention helped us save 17 precious lives.