Ripple Street Drove More than 6,100 In-Home Trials and 174% Increase in Purchase Intent for Bud Light^Ⓡ Seltzer

The Challenge                                                                                                                                                                Bud Light^Ⓡ Seltzer, Bud Light’s newest line of fruit-flavored hard seltzers, wanted to drive reach and awareness, generate new product trials, and increase purchase intent in key target markets. Bud Light^Ⓡ Seltzer partnered with Ripple Street, the leading in-home consumer engagement solution for brands and their agencies, to help Bud Light^Ⓡ Seltzer achieve their objectives quickly and at scale.

Ripple Street's Strategy                                                                                                                                                             Ripple Street designed a multi-phased marketing program to help Bud Light^Ⓡ Seltzer achieve its goals. The program involved active recruitment of a targeted subset of Ripple Street’s 1.4M member community. Selected consumers received Chat Packs and followed guided activities such as visiting local retailers, purchasing Bud Light^ⓇSeltzer, taking shelfies, sharing their authentic brand experiences on social media, and writing product reviews. In the end, participants also completed comprehensive post-campaign surveys to help Bud Light^Ⓡ Seltzer gain valuable insights.

Recruit High Quality, Engaged Consumers                                                                                                                                   More than 4,500 applied to spread the word about Bud Light^Ⓡ Seltzer to friends and family, in person and across social networks. 1,000 of the most engaged consumers living in GA, FL, TN, SC, NC, AL, and MS were age verified via third-party and received Chat Packs from these applicants.

Deliver In-Home Product Trials and Engagement                                                                                                    Ripple Street Chat Packs included one $20 gift card to purchase Bud LightⓇ Seltzer, as well as materials to guide product trials and reviews and social activities on Ripple Street’s platform. Complete

Post-Campaign Surveys                                                                                                                                                     Chat Pack recipients completed surveys about their experience with Bud Light^Ⓡ Seltzer, answering questions ranging from brand favorability to purchase intent.

Bud Light^Ⓡ Seltzer Program Exceeded Goals.                                                                                                                          This immersive in-home experience with Bud Light^Ⓡ Seltzer generated authentic product trials, social engagement, and drove impressive lifts in brand favorability (132%), purchase intent (174%), and intent to recommend (220%).