Objectives

Use the roster of ULTRA Ambassadors to spread the Michelob ULTRA mantra to reach the following goals:

• Introduce a new audience to the brand
• Boost taste perception
• Increase sales through trial and purchase
• Tackle jobs to be won:
  • Worth: Get consumers to associate Michelob ULTRA with caring about themselves
  • Males: Inspire male consumers to believe that caring about wellness makes them better men
  • Latin: Encourage the Hispanic community to consider Michelob ULTRA as their go-to light beer
  • Relax: Motivate consumers to consider Michelob ULTRA as their light beverage of choice over wine

Strategy and Execution

Michelob ULTRA’s strategy is to enable people to reimagine the wellness world. Since 2017, we’ve brought that to life through a roster of influencers who authentically live a fit and fun lifestyle. We look for those who pursue health and happiness in equal measure and enjoy drinking beer as part of an active lifestyle. While a strong presence on Instagram is a must, our partners are influential off the feed as gatekeepers in their wellness community. This year, our program was bigger, better and broader than ever before. Our ambassadors are more than just content creators but consultants for the brand from new products to enhancing consumer events.

To build a mutually beneficial relationship, influencers are contracted to a one-year agreement that specifies monthly content deliverables, events and production days. Influencers receive monthly beer deliveries, access to photographers, personalized fitness gear and in-real-life experiences to engage a local audience. We work together to craft unique active and social extensions to engage followers in new and exciting ways.

Our year-long ambassadors:

1. Shawn Booth, Bachelorette winner, owns BoothCamp, Nashville gym
2. Dale Moss, New York City based model and host
3. Kenny Santucci, owns New York City based cross-fit studio, Solace
4. Matt Triplett, Professional Bull Rider
5. Caitlyn Milligan, New Orleans fitness instructor
6. Caley Alyssa, Los Angeles yoga instructor
7. Erica Marie, Chicago fitness instructor
8. April Sutton, Chicago fitness instructor and Hollywood stunt-woman
9. Mellie Cay, Los Angeles lifestyle influencer, running enthusiast
10. Blair Wheeler, North Carolina based golf and surf enthusiast
11. Luke Milton, owns Training Mate, Los Angeles HIIT studio
12. Janet Jones, creator of VIXEN workout
13. Cyndi Ramirez, founder of ChillHouse
14. Kelia Moniz, Professional surfer
15. Carmen Morgan, Houston based fitness consultant
16. Paola Marquez, lifestyle influencer
17. Chi Pham, San Francisco lifestyle and nutrition influencer
18. Dean Karnazes, Ultra Marathoner
19. Adam Rosante, Nutritionist and personal trainer
20. Leah Stroud, Professional skier

Results

2019 results include the following:

• 20 influencers have generated 2,100 pieces of content
• 26,889,882 real social impressions, 173% over 2019 KPI
• Average engagement rate of 13.3%, 269% over 2019 KPI
• 1,961,652 engagements, 336% over 2019 KPI

IRI reported this year that Michelob ULTRA is now the second best selling beer brand in the U.S., after growing dollar sales 16.7% to $2.3 billion showing that our influencers helped drive trial and purchase.

Media