Budweiser x Shane Gillis – A Social Comeback
Following a challenging period for Budweiser, this campaign marked a critical moment in re-engaging its audience. I worked on content and social strategy, design, copy and interactive elements, including quizzes, while collaborating with comedian Shane Gillis’s team to create a campaign that resonated authentically with Budweiser’s core audience.
This project involved balancing multiple stakeholders while carefully navigating brand perception, ensuring Budweiser’s digital presence translated their TV commercial campaign into engaging, social-first content.
Challenges
High-Stakes Brand Recovery: This campaign was Budweiser’s first major marketing move after their controversial campaign with a transgender model, which had significantly impacted sales and brand sentiment. Every piece of content was under intense scrutiny, making feedback loops and approvals highly sensitive.
Managing Multiple Stakeholders: With input from the agency, LADbible as a partner, Shane Gillis' PR team, and the client itself, aligning on creative direction required careful negotiation and strategic compromise.
Translating TV to Social: The brand’s traditional TV-first approach needed to be reimagined into social-first content formats that would engage audiences in a meaningful way.
Approach
1. Content & Social Strategy
Focused on rebuilding audience trust by creating lighthearted, comedic content that aligned with Budweiser’s heritage while feeling fresh and relevant.
Developed a multi-platform approach to maximize engagement across social channels, leveraging a mix of short-form video, interactive experiences, and high-impact visuals.
2. Design & Copy
Crafted bold, no-nonsense copy that complemented Shane Gillis' comedic tone and aligned with Budweiser’s brand personality.
Designed social-first assets that transformed TV commercial elements into snackable, mobile-friendly formats, ensuring high engagement.
Developed interactive quizzes that encouraged participation and kept audiences engaged beyond just passive viewing.
Created polls, memes, and reaction-based content that leaned into audience interaction, driving organic conversation around the campaign.
