budweiser pov project
DESCRIPTION
For our account planning class at UNC, we had to create a pitch to convince the CMO of a major company to spend 50% of their marketing budget on content creation, social good, or social media. We chose Budweiser as our brand and we chose content creation as our poison.TRANSCRIPT
![Page 1: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/1.jpg)
THIS IS YOU.
![Page 2: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/2.jpg)
“In order to get the most out of the fertility of the cultural mindset, the business leaders need to constantly challenge the entire organization to think BIG”
![Page 3: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/3.jpg)
“Today’s consumer is in constant motion, so you have to move quickly to keep up and think beyond just product innovation if you want to capture their attention”
![Page 4: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/4.jpg)
QUESTIONS YOU ASK YOURSELF
![Page 5: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/5.jpg)
“How will you connect with consumers’ needs to be part of the innovation cycle from day one?”
?
![Page 6: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/6.jpg)
“How will the consumer get to know your product?” ?
![Page 7: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/7.jpg)
“How will they have the perfect product experience?”?
![Page 8: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/8.jpg)
![Page 9: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/9.jpg)
![Page 10: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/10.jpg)
People don’t want to just drink beer anymore.
![Page 11: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/11.jpg)
![Page 12: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/12.jpg)
“Anything is Possible” Pushing the boundaries, like climbing the Sierra Nevada mountains
![Page 13: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/13.jpg)
![Page 14: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/14.jpg)
“It all started with beer love and a bike trip. The rest was history.”
![Page 15: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/15.jpg)
![Page 16: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/16.jpg)
People want the beer experience.
![Page 17: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/17.jpg)
Budweiser is telling an old story .
![Page 18: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/18.jpg)
Budweiser has clear objectives.
![Page 19: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/19.jpg)
Budweiser wants to be for everyone.
![Page 20: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/20.jpg)
Budweiser wants to be for everyone.
Budweiser wants to be America’s beer.
![Page 21: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/21.jpg)
Budweiser wants to be patriotic.
Budweiser wants to be America’s beer.
Budweiser wants to be for everyone.
![Page 22: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/22.jpg)
AMERICA HAS CHANGED
![Page 23: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/23.jpg)
HOW DO WE TELL AMERICA’S STORY?
![Page 24: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/24.jpg)
of our marketing share on content creation. 50%
![Page 25: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/25.jpg)
TRICKY
![Page 26: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/26.jpg)
![Page 27: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/27.jpg)
Aligning deodorant with anti-bullying.
![Page 28: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/28.jpg)
Aligning deodorant with anti-bullying. to generate content
![Page 29: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/29.jpg)
DIVERSE
![Page 30: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/30.jpg)
Align Budweiser with content that is relevant to our objectives.
![Page 31: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/31.jpg)
America is not a single story.
![Page 32: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/32.jpg)
America is not a single story.
Neither are the people that make-up America.
![Page 33: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/33.jpg)
Neither are we, as a brand.
Neither are the people that make-up America.
America is not a single story.
![Page 34: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/34.jpg)
Dispel the single story.
![Page 35: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/35.jpg)
All of these stories make me who I am. But to insist on only these negative stories is to flatten my experience and to overlook the many other stories that formed me. !
The single story creates stereotypes, and the problem with stereotypes is not that they are untrue, but that they are incomplete.
They make one story become the only story.Chimamanda Ngozi Adichie
![Page 36: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/36.jpg)
http://creativity-online.com/work/cocacola-the-rainbow-nation/34896
![Page 37: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/37.jpg)
ENGAGE PEOPLEin a national DISCUSSION
![Page 38: Budweiser POV Project](https://reader033.vdocuments.mx/reader033/viewer/2022052301/5583f284d8b42afa438b4bae/html5/thumbnails/38.jpg)
“We no longer look at media planning, we look at connection planning.” -Jorn Socquet, Budweiser CMO