During a keynote speech at the One Show’s Creative Summit recently in New York City, Marcel Marcondes the CMO of Anheuser-Busch talked about how the brand is keeping its marketing relevant. He revealed that the brand has over 6,000 online consumers who they talk with daily about a variety of topics. They use the insights they get from the consumers to improve their marketing strategy and their whole business strategy as a whole.
How Anheuser-Busch Keeps Its Marketing Relevant with Its 6,000 Online Consumers
Marcel Marcondes described Anheuser-Busch’s 6000 online consumers as polling operations. He stated that it is similar to an in-house political campaign machine. The kind that’s used by political candidates to understand potential voter’s needs and sentiments. Marcondes explained that the 6,000 consumer panel is part of the brands broader effort to become a more people-first brand. He explained that this means that sometimes they will have to go with creative ideas which aren’t about beer.
Marcondes explained the thought behind the panel, the panel helps them to stay relevant in marketing. They need to understand their consumers as people. From understanding their consumers, they can understand their real motivations. These are the real opportunities that they have to break brands and products that play a meaningful role in the lives of their consumers. He didn’t go into a lot of detail about how exactly the brand uses the information gotten from the consumers. But he highlighted the breadth of creativity displayed recently by the company’s brands
Anheuser-Busch Recent Campaigns
Most of Anheuser-Busch recent campaigns have been playing more to emotional angles with the aim to show the human side of their brands. One of such is their last year’s Super Bowl, the spot showed how the brand used its breweries to can water and distribute it to disaster sites around the U.S. This year’s Super Bowl campaign was very similar to their last Super Bowl ad. It focused on the brand’s commitment to renewable energy.
Just Last month the brand release a touching ad that received a lot of praise. They surprised NBA star Dwayne Wade with a powerful visit from five people whose lives he helped change through acts of kindness. Apart from playing on emotional angles, the brand has also worked on incorporating humour and pop-culture moment to their marketing strategies. One of such ads was the brand’s Super Bowl ad for Bud Light which incorporated Game of Thrones into it.