Lee Tone

AB InBev's beers are loved the world over. But the AB InBev brand isn't. For years, they've been vilified by the craft beer community as "Bankers not Brewers.”

We decided to set the record straight, by introducing everyone to the world's most passionate beer-lovers – our brewers. By capturing their dedication, purpose and integrity, it gave us a chance to show exactly what the AB InBev family is all about by telling the stories of the people behind the beer.

I normally don’t include case studies on my site, but we created so much content for ABI’s social channels that I would have to include a hundred different assets to show you the full breadth of the campaign.

All told the campaign got 35.7 MILLION impressions and ABI’s engagement rate increased 420%.

BOOM! Numbers.