ABInbev: Pony Malta

ABInbev, a drink and brewing holdings company, connected with teens in Columbia using social media influencers to make customized branded content only generated as the result of engagement and interaction.

Campaign details

Brand: ABInbevLead Agency: PublicisRegion: LATAM

Strategy

Objective

Connect the brand (Pony Malta) with the Colombian teen target using a 100% mobile-influencers campaign. Increase Musical.ly's app downloads in Colombia and Reach between 500 and 800 videos created by the target users of the Pony Malta challenge released as #PonyMuser

Target Audience

The marketing challenge of this campaign was to reach an emotional connection with Colombian teens (Pony Malta consumers) using an innovative strategy based on social media interaction made by influencers through Musical.ly's app. The engagement strategy allowed the brand and consumers to work...

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