Ambev Institucional: My Pride Story

Cervejaria Ambev, a beer brand, launched an influencer-led social media campaign that asked audiences to share their LGBTQI+ stories which would result in BRL 1.00 donations to Brazilian NGOs during Gay Pride celebrations.

Campaign details

Brand: Advertiser: Cervejaria Ambev/Product: Ambev InstitucionalLead agency: SunsetDDBRegion: LATAM

Strategy

Objective

We set two main goals for the campaign: the first one was to give voice to people, asking them to share their LGBTQI+ pride stories on their social networks; the second goal was to turn this engagement into a real donation to the cause. Thus, for every message shared with the hashtag of the campaign, BRL 1.00 was donated to help NGOs related to the cause. Our intention was to raise BRL 100,000 in donations. For both goals, the same KPIs were...

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