How Slate helps Budweiser unify its global brand across 10 countries

Background 🌐

Budweiser, one of the biggest brands in the world, has a significant global presence with teams, customers and followers spanning continents. Slate gives Budweiser's global marketing team a central platform to supercharge their brand output and creative collaboration.


>>Budweiser leverages Slate to streamline video and static content creation, and ensure brand consistency across all social media assets.

Challenges 😰

Renowned for their unforgettable marketing campaigns, Budweiser has defined and shaped a distinct brand image that has fueled it's business for years.

Morgan Franklin is AB InBev's Global Marketing Manager, leading the social and digital output across Budweiser's global channels.

Budweiser, like all businesses today, has seen their needs and demands for content across social and digital increase exponentially. With over ten key international markets - including Spain, France, the UK, and Japan - as well as a global brand to manage, Morgan and the central Budweiser team found it challenging to scale their brand creative and ensure local teams are delivering a brand consistent output.

Two problems were compounding simultaneously. The first: Morgan and her colleagues were receiving a major increase in creative and video requests. This was backlogging the designers and editors they had on staff. The second problem: Local marketers were oftentimes "going rogue", posting totally off-brand content on social and digital channels.

"Our international teams don’t have equal resources, and our central team desperately needed a way to empower all groups to produce content easily that met our high standards for branding and consistency," says Morgan.

Morgan was looking for a way to help Budweiser's international teams take their content and creative needs into their own hands, without sacrificing brand quality or consistency in the process.

>>Budweiser manages it's global brand assets through Slate to deliver the right creative to the right people across the organization.

Slate to the Rescue 🛟

Budweiser turned to Slate to transform these challenges into opportunities. With Slate's easy-to-use drag and drop Brand Portal, Budweiser manages all of their approved brand assets, templates, and creative in one place. Then, through Slate's intuitive Creation Studio, teams across Budweiser are able to easily produce content and edit highly engaging videos using pre-approved on-brand assets.

It didn't take long after introducing Slate for the Budweiser marketing team to start seeing a huge impact. Content output increased immediately, time and resources to create dramatically decreased, and teams across the brand created over 1,000 pieces of quality, on-brand content in the first six months using the platform.

Slate's unified platform of creation and brand guidelines facilitates seamless distribution and execution of social brand campaigns across the various international teams. All teams can now easily create and edit local content in real time using the framework set by the central creative department, ensuring consistency while being in-tune to cultural nuances. Now, Budweiser's biggest brand activations, including it's award winning World Cup campaign, are all activated through the Slate platform.


Results 📊

Since adopting Slate, Budweiser's international brand presence has never been stronger. Engagement rates across all international handles have skyrocketed, with each region experiencing a substantial boost in follower numbers and interactions.

The ability to share brand materials instantly and work collaboratively on the platform means content is more consistent, better quality, and reaches the audience faster. Meanwhile, the localized adaptations have allowed Budweiser to form deeper connections with their regional audiences.


Conclusion 🍻

Just like a well-crafted brew, Budweiser's successful branding is a result of finely-tuned collaboration, consistency, and understanding of their diverse audience. By leveraging Slate's powerful content creation capabilities, Budweiser has taken its international and partnership branding to new heights. Here's to more successful campaigns and satisfied audiences worldwide.

Streamlining Content Creation with Slate

Creating branded content has never been easier with Slate’s powerful content creation tool — and that’s why so many brands lean on us for all their social media marketing needs. The Slate app allows for social media content to be created with ease in new and exciting ways. Ready to take a look? Book a demo today.

Create Scroll-Stopping Content

Slate’s editing experience is fast, lightweight and powerful.

Create Scroll-Stopping Content

Slate’s editing experience is fast, lightweight and powerful.

Create Scroll-Stopping Content

Slate’s editing experience is fast, lightweight and powerful.