Schneider Beer Argentina
How Schneider took over the conversation at the most important sporting event of the year.
7
Takeover for all selection matches
#1
#SeImaginanSi hashtag most used during the Copa América
+247%
Growth in brand mentions during the Copa América
Schneider Beer Argentina
Schneider beer made a strong bet for the Copa América 2024, deepening its strategy to position itself as a cabal of the Argentine National Team. Therefore, in this new opportunity, they began to communicate the campaign #SeImaginanSi, anchored to the official slogan: “sponsor of this era”, also bringing to the front that since the brand is an Official Sponsor of the Argentina National Team, luck has changed.
Campaign objective
Generate recognition and dominate the conversation during the national team's matches during the Copa América. The main challenge was to position the hashtag #SeImaginanSi, with the intention of generating a trend related to the fact that another championship was possible. Therefore, for the start of the Copa America, they wanted the message to be associated with a high impact among the audience.
The Solution
The campaign had to be aligned with the requirements and best practices of the platform, so in order to have massive recognition and take over the conversation throughout the country, the strategy consisted of using takeovers during all the dates that the national team played in the Copa América.
For the stage prior to the start of the Cup, the brand began to advertise campaigns with reach and video objectives, using specific creative for the stage and a variety of formats. The focus was to impact a broad audience, but above all, the soccer fan audience in Argentina.
As the national team won matches in the tournament, the hashtag #SeImaginanSi was positioned in the conversation. Therefore, during the Cup, new video and image creatives were used to accompany the seven takeovers used by the brand during the event, with a greater reach among the audience.
The campaign lasted three months, so after the national team's championship, the brand communicated a special campaign called “The Cabala is still intact”, keeping the conversation on the platform for another month and launching a beer on the market with special packaging that replaces “Schneider” with “Cabala”.
Keys to Success
01
Creative Takeovers
This was one of the first creatives used in the first takeover with the hashtag #SeImaginanSi.
02
Official communication for the day of the Copa America Final
The goal was to support the national team after all the journey made, regardless of the result, the brand wanted to support the national team by connecting with #SeImaginanSi.
03
Champion team, new edition of the beer
After becoming champions, the brand announced a new campaign called “The Cabala is still intact”, congratulating the national team and launching a special edition with a new packaging with the word “Cabala”.
The Results
Scheneider took over the conversation using seven takeovers during the America's Cup, reaching 180M impressions.
The growth of mentions of the brand during the Copa America was +247%, with more than nine thousand mentions. The hashtag #SeImaginanSi was the #1 hashtag during the event.
Another revealing data was the brand sentiment during the Copa America, which was 92% neutral-positive, an increase of 30pps compared to the months prior to the tournament.
Additionally, with the outreach and video campaigns, they had more than 117M impressions and 23M video views.
"En el marco de la Copa América, la campaña tuvo como principal objetivo reforzar la asociación de Schneider como Sponsor Oficial de la Selección Argentina, posicionando a la marca como cábala.
En línea con esta estrategia, X fue clave a la hora de conectar con nuestra audiencia, ya que nos subimos a la conversación del evento deportivo más importante del año para los argentinos.
La elección de TTs los días de partido nos ayudó a potenciar el impacto del hashtag #SeImaginanSi y el concepto de "pasame una cábala", acompañado por una robusta pauta con el objetivo de amplificar el alcance y las interacciones.
La campaña consiguió una potente viralización, con un CM plenamente activo en la previa, el durante y el post de todo el ecosistema y la comunidad futbolera, lo que además nos permitió superar los 89k de seguidores, el mayor pico histórico de la marca.”
Guadalupe Ries Centeno, Brand Grouper de Cerveza Schneider Argentina, CCU Argentina
