Michelob ULTRA
While at draftLine, Anheuser-Busch’s in-house ad agency, I worked on the Michelob ULTRA’s social media team. We would work on a content calendar for each month to plan out what would go out, along with some content created in real time as needed. Here’s just a taste of some of the posts I wrote copy for.
The goal, of course, is engagement, and according to the data, copy that includes a fill-in-the-blank, a count-how-many, a multiple choice CTA, or a low-life CTA like asking for a retweet did very well. The algorithm also gives you bonus points if users look at your post for longer, so these types of posts did well. We also had to touch on our passion points around being active, playing a sport, and enjoying yourself. I included my favorites Twitter/X.
Here’s an example of an IG story I wrote copy for, leaning into our NBA partnership during the Finals.
For Instagram, to get engagement you need, bright colors, something in the image that pops, or lean into a celebrity partnership. Brand passion points centered around being active, playing a sport, and enjoying yourself. We’re the Official Beer Sponsor of the PGA Tour and the NBA, so some posts leaned into those partnerships. Below are some of my favorites.
IG had introduced IG Highlights originally as a way to highlight any IG Story post you want to save for more than 24 hours, but it morphed into just another way to highlight content you make. Here’s the copy I wrote to highlight all of the products that Michelob ULTRA offers.
