Estrella Jalisco was the official beer of the Mexican Team in the 2018 World Cup.
So, when Mexico became the only North American team to qualify for the tournament, we decided to make Estrella Jalisco the go-to World Cup beer for all of North America by positioning them as El Tri’s biggest (and loudest) fan on social media.
The World Cup games—which took place in Russia—aired in the morning hours in the U.S., so we dreamt up Wake up With Estrella, an original video series that showcased brunch Michelada recipes using Estrella Jalisco, a perfect way to enter the early hours World Cup conversation.
Then, a huge and unexpected opportunity presented itself when South Korea unexpectedly defeated the heavily favored German team, sending Mexico through to the knockout stage of the World Cup. Thanks to our social listening, we immediately seized the moment, sending dozens of crates of Estrella Jalisco to our new friends at the South Korean embassy. The stunt went viral leading to a sharp uptick in earned media.
Through well-timed morning content, dedicated social listening and reactive real-time flexibility, we scored a 34% increase in engagement rate, 11% organic growth across channels, and 14% higher impressions per post. We also generated headlines all around the world, making the 2018 World Cup Estrella Jalisco’s most successful social campaign of the year.