ABInbev

Multiple brands, even more passion points, and an in-house agency wanting to produce diverse content - what else could they need? Someone embedded in one of the top social media platforms. :)

Twitter Brasil + draftLine
feat. BuzzFeed Connections

When this partnership began, I was part of a content Hub/Lab called BuzzFeed Connections, tasked with making Skol more relevant on social media, working alongside AmBev's fantastic in-house agency draftLine. And guess what? It totally worked.

With a team of journalists, designers and videomakers, we created content that made headlines and was held up by Twitter itself as examples of best practices. Remember when the first black hole image was released in 2019? Here's the deal: "While users shared news about the black hole and created memes, Skol used the moment as a sales tactic. Leveraging trending Twitter conversations for media campaigns delivers results because the platform's audience is more receptive to new messages - even from brands - and more likely to share, influencing opinions."

And Bettina? Remember her? Of course you do - in 2019 you definitely watched a YouTube video and stumbled upon her talking about how she accumulated a million blah blah blah.

Since Skol Puro Malte's communication involved acknowledging its DETRACTORS and having fun with it, we took this corn meme and emphasized that this Skol could never accumulate any millions - landing us coverage in PropMark and B9... ;)

draftLine + Twitter Brasil

Time passed, the project ended, the agency dissolved, and AmBev wanted a more direct channel between ALL their brands and Twitter... so guess who came back?

This connection aimed to both help Twitter's CPG sales team, led by Marcello Vieira, optimize their deliverables and - more importantly - help AmBev better connect with what's being said, how it's said, and by whom on the platform.

With access to both offices, I created a process for sending weekly insight newsletters about conversations that "could, should, and definitely would" happen on the platform, plus trend alerts and emerging conversations - those magical Twitter-only moments. ;)

I also fielded requests from draftLine for data on specific conversations - Super Bowl, Oscars, Carnival, Lollapalooza (an incredibly thorough report that ultimately went unused... DAMN MICROBE!) and many others.

Unfortunately, the pandemic cut this fun experiment short (SON OF A BACTERIA!), but partnerships with both Twitter and SOKO were just getting started. :)