Anheuser-busch Inbev Sa/nv · EURONEXT:ABI

Anheuser-busch Inbev Sa/nv — Investor Presentation (2013)

21 slides from Anheuser-busch Inbev Sa/nv's investor presentation, 2013

  1. Slide 1: Azania Andrews, Director of Digital Strategy

    Azania Andrews, Director of Digital Strategy

  2. Slide 2: Consumer Time Spent Per Day (hrs)

    Consumer Time Spent Per Day (hrs) :32 1:26 • Millennials over Index on Digital Usage 5:16 • Hispanic audiences also over index on 4:31 digital, particularly mobile Digital TV Radio Print Source: emarketer August 2013

  3. Slide 3: We must engage consumers across all touch points

    We must engage consumers across all touch points before, during and after purchase

  4. Slide 4: Audience targeting approaches

    Standard demographics Broad category targeting Alcoholic beverage audiences

  5. Slide 5: Content and creative partnerships

    Local Content Always-on Creative Partnerships Targeted User Generated Content Multi-channel Agency Ideas Big Idea Campaigns

  6. Slide 6: w AIST INAS VV

    w AIST INAS VV HERE WE GO *,. NINERS!

  7. Slide 7: Slide 7

  8. Slide 8: Shift media balance to Owned and Earned media

    Shift media balance to place greater emphasis on Owned and Earned media. OWNED EARNED (websites) (buzz) 5% 5% OWNED PAID (websites) (advertising) 25% 25% PAID (advertising) EARNED (buzz) 90% 50%

  9. Slide 9: Execution and innovation organization

     Execution aligned to brand teams in St. Louis  Strategy & Innovation based in Palo Alto  Innovation pilots strengthened by relationships with start-ups

  10. Slide 10: Mobile Wallet, On Premise, Retail

    Mobile Wallet On Premise Retail Expiratio n Date: Dec 30, 2013 Tap Handles Ad Targeting Connected Devices

  11. Slide 11: Research Park partnership

    i] J] RESEARCH PARK =! UNIVERSITY OF ILLINOES AT URBANA-CHAMPAIGN

  12. Slide 12: Can digital sell beer?

    Can digital sell beer?

  13. Slide 13: Be the Best CPG in Digital

    1 Be the Best CPG in Digital 1 2 Improve Brand Health 3 Drive Sales

  14. Slide 14: Facebook fan pages for US AB brands

    Source: Facebook Fan Pages for all US AB Brand Facebook pages

  15. Slide 15: Most engaging brands on Facebook

    “Most engaging brands on Facebook.” Source: Business Insider

  16. Slide 16: Research Objective and Methodology

    Research Objective: Working with Datalogix, prove whether the brands’ most engaging Facebook content can drive beer sales among our target consumers Methodology: Campaign Focus Targeting Frequency • Facebook only • Increase the • Fans and non-fans •5x reach and ages 21–34 • Dec 3 – Dec 31, frequency

  17. Slide 17: Campaign content examples

    a variety of content which had previously d well organically Bud Light in the fridge a few snacks on the

  18. Slide 18: 22.8M US households exposed to the campaign

    22.8M US households exposed to the campaign, representing 20% of total US households 3.3% 6x Sales lift among households Return on exposed vs. control group advertising spend

  19. Slide 19: Brand favorability

    35% Brand favorability CONSUMERS AGES 21-27 27 % FOLLOWING CAMPAIGN EXPOSURE +30 % BEFORE CAMPAIGN EXPOSURE Source: Nielsen Brand Effects Study

  20. Slide 20: We want to be the BEST CPG in Digital

    1 We want to be the BEST CPG in Digital! 2 efficiency and effectiveness We are increasing focus on earned media to drive media 3 Content is critical 4 Business impact is our primary success metric

  21. Slide 21: Thank you.

Anheuser-Busch InBev — Investor Presentation (2013) on 6ix