Budweiser King's Stitch
Category: Channel | Use of Insights & Strategy Award Level: SHORTLIST Brand: ABInBev - International Breweries | Entrant Company: Vizeum, Lagos, Nigeria Background
Nigeria is a very diverse place with diverse culture and diverse people. However, when it comes to issues relating to sexuality and individuality, we tend not to be tolerant of this kind of diversity. Nigerian youth with beards, tattoos or dreads are harassed by law enforcement and our leaders are constantly devising new ways to inhibit our freedom.
The objective of the campaign was to empower the average Nigerian to think outside the confines of our society, and to show them that being a king isn’t about conforming to societal expectations and traditional views about the world. It’s about a mindset that allows us all to be comfortable in who we choose to be. Creative Idea
Being a brand that stands for freedom and authenticity, Budweiser created a platform that gave Nigerian youth a voice to speak freely against a society that has constantly devised new ways to inhibit their self-expression. Using two of Nigeria’s most polarizing fashion designers, we created The King’s Stitch Collection – not just a fashion statement but a statement to the Nigerian society aimed at countering the age-old stereotypes that our youth are burdened with. Strategy
Nigerians believe very strongly in societal norms. Things are done a certain way here and any other way is frowned upon.
However, Budweiser is founded on 3 pillars Individuality, Authenticity and Freedom, and we wanted to inspire today’s youth to break free from age-old stereotypes so we created The King’s Stitch. Insight
We inspired a conversation that was long overdue. We started the longest (brand-owned) twitter thread in Nigeria where we challenged people to break free from societal stereotypes. Using these real life tweets and experiences, we created a collection. Execution
We launched with a video featuring Nigerian youth who embodied our cause. The video sparked instant conversation on social media inspiring our youth to choose their own label regardless of the label that society has branded them. We went on to co-create the pieces with real quotes from real people hand-stitched on each item. The collection became a badge of pride for the marginalized, helping them share their stories and making them feel comfortable in who they are.
We generated a thread on twitter gathering over 1,000 interactions from which selected quotes were used on the designs. This also contributed to the total earned media achieved. Cinema placements, Radio mentions, DOOH, Online Videos and TV partnership were the key touch points creating a 360 degree campaign impact across channels. Results
The campaign was met with resounding success as the collection sold out in a matter of days after the launch and for the first time in Nigeria, a brand started a conversation with the longest brand owned twitter thread that many have been too cautious to speak about. The collection became a beacon of pride for the marginalized.
Video Views: 2.2m+
Earned Media: $2m+
Budweiser also recorded sales growth of 4% over the campaign period.