| October 11, 2021
AB InBev’s Mike’s Hard Iced Tea sees a +119% lift in positive brand image with programmatic DOOH campaign
As the largest global brewer, Belgian multinational drink and brewing company AB InBev manages a portfolio of renowned brands.
Looking to promote Mike’s Hard Tea in Canada, a ready-to-serve blend of premium iced tea and vodka with a refreshing lemon taste under the Mike’s brand, AB InBev turned to programmatic digital out-of-home to drive awareness in this new market.
Objective
The campaign aimed to increase brand awareness and beverage sales in specific LCBO liquor stores across Ontario and Alberta during the key summer months.
To measure the campaign’s impact on KPIs like ad recall, brand image, and purchase intention, a brand lift study was launched in collaboration with Broadsign and Happydemics.
Strategy
Working with iProspect, the DOOH campaign was launched via the Broadsign Ads DSP, running programmatically alongside other media channels like Meta, Snapchat, YouTube, Twitch, Instacart, and more.
The ads were displayed in key cities across Ontario and Alberta, including Toronto + the GTA, Ottawa, and Edmonton.