In a world where entertainment is increasingly taking over social media, people want to watch relevant content. To talk about the Stella Artois beer, we invited those who have the least interest in talking it up: our own competitors. We created content that gave voice to master brewers from competing breweries in Belgium. They spontaneously praised one specific attribute that their own brewery excels in. Because Stella Artois is one of the most traditional beers in the world. The importance it has in its homeland of Belgium has earned Stella great respect from just anyone who knows about beer.

Despite being recognized as a good beer in Brazil, Stella Artois had never done a campaign to talk about its attributes and its liquid. But Stella wanted to avoid the beaten path of other beer campaigns out there, where brands talk themselves up and end up lacking in credibility. Stella Artois didn’t want to come across as shallow or snobbish.

We created a campaign where the content features new characters: our own competitors. A way of talking about Stella’s main attributes and qualities without coming across as smug or shallow. Because a competitor would only say nice things about you if they really believe in you.

Our objective was to create light-hearted content that was readily understandable, but which had a dash of boldness about it. A communications idea delivered in style by a brand that is aware of its own quality.

Our idea was to interview the brand’s competitors in their country of origin. Local beers with a strong focus on the craft market and the quality of their brewing process. Inspired by their own strengths, brewery owners and brew masters alike spoke spontaneously about Stella’s strengths. Simply put, Stella was getting praise from knowledgeable voices. The testimonials were made into content for Stella Artois’ social media.

Our strategy was to shoot the content in Belgium and launch it gradually. Each week, new content that had people look forward to what was coming next. In the end, a website gathered the whole material and displayed it into a range of themes around the attributes of the beer.

The campaign lasted three weeks and was executed on the brands’ social media channels.

Each week, a new video was launched covering an attribute that the brand would like to sell. First week, hops. Next, heritage and quality. Last, the yeast used in Stella’s brewing process.

Instagram, Facebook and YouTube were basically the three channels used to promote the brand’s content. Through personalization at scale, the videos targeted viewers’ background and interest. Beer buffs were impacted by technical content about the product, while beer lovers were impacted by content with more appetite appeal.

As a result, the campaign’s content reached 86,638,210 views. The largest RTB campaign for the brand ever in Brazil.

The content we created reached 78% of retention, above the brand’s average. People commenting about it also had a very positive perception. Healthiness rate on social media was as high as 91%, a remarkable mark in a segment where consumers are very discerning about the ingredients beer is made of.

As a result, the content surpassed by 23% the range estimated for the campaign. One of the most important RTB creative campaigns for the Ambev brands ever in Brazil