Case Study

Stella Artois serves up strong brand associations with a Twitter sponsorship

Key results

13%
uplift in ad recall

7%
uplift in consideration

9%
uplift in favourability

The opportunity

As the official beer sponsor of The Championships, Wimbledon (@Wimbledon) gave Stella Artois UK (@StellaArtoisUK) the chance to strengthen its association with one of the most prestigious occasions on the British sporting calendar, and helped it become the most talked-about beer of the summer.

The strategy

With 64% of tennis enthusiasts taking to Twitter during big matches, @StellaArtoisUK decided to use an In-Stream Sponsorship to tap into the buzz and own the conversation. By placing sponsored content at the start of @Wimbledon live streams and highlight videos, @StellaArtoisUK aligned itself with the best action from the tournament and put the brand at the forefront of viewers’ minds. 

Alongside sponsored content, @StellaArtoisUK introduced Conversational Cards to strengthen brand associations and get people talking, as they asked tennis fans to Retweet their views on some of Wimbledon’s most heated debates, such #MurrayMound versus #HenmanHill.

@StellaArtoisUK added the #StellaWimbledon hashtag and a custom clinking beer glass emoji to Promoted Tweets to boost the conversation. While the classic #JoieDeBière hashtag helped to maintain a continental flavour.

Tags
  • Alcohol
  • Europe, Middle East, and Africa
  • Expanding Reach
  • Case Study
  • Audience Targeting

01

Build brand associations with an In-Stream Sponsorship.

By using In-Stream Video Ads and effective audience targeting, @StellaArtoisUK put itself at the centre of the action and became the beer that is synonymous with Wimbledon.

02

Boost engagement with Conversational Cards.

@StellaArtoisUK took engagement to a new level by using Conversational Cards to get tennis fans talking.

03

Enhance the conversation with a custom emoji.

Launching a custom clinking beer glass emoji helped @StellaArtoisUK bring a fun, playful element to the conversation, and further strengthened brand associations.

The success

Partnering with @Wimbledon on Twitter boosted awareness and positive brand associations for @StellaArtoisUK throughout the tournament, with a 13% increase in ad recall, a 7% lift in consideration amongst engagers and a 9% lift in favourability amongst video viewers. The #StellaWimbledon Conversational Cards also saw a significant boost in engagement, achieving a 2.55% engagement rate.

We used Twitter to amplify our partnership with @Wimbledon and be the most talked-about beer brand during summer. Twitter was effective in enabling us to join the national conversation and establish strong brand associations during this much-loved cultural event.

Lucas Rocha, Digital Planning Manager, Anheuser-Busch InBev

Solutions used

Audience targeting

You want your message to be heard by the right person. Let Twitter’s targeting capabilities help.

Expanding reach

Reach your most valuable audience at scale when it matters most.

Related content