If you’re skeptical of the power of social influencers, you need look no further than Bud Light, formerly known as America’s most popular beer.
For the second time in one year, Bud Light is providing a second case study of the do’s and don’ts of influencer marketing. Seven months after their well-documented social media firestorm, Bud Light inked a global sponsorship deal with Ultimate Fighting Championship (UFC) in November 2023. By extension, they signed up UFC’s CEO Dana White as a brand influencer.
When you think of social influencers, you generally go to initiatives that grow market share. In Bud Light’s case, they’re banking on White to help claw back lost market share and polish the brand’s reputation. His narrative thus far has focused solely on reminding people that “If you consider yourself a patriot, you should be drinking gallons of Bud Light.”
Q1 sales data would suggest that Bud Light’s sales declines have bottomed out. Only time will tell if an influencer like Dana White can get lapsed buyers back under the tent.
