go Mango (media Planning)
Anheuser-Busch InBev’s Mango Cart beer is all about the golden sun and free spirit of Los Angeles and that specific identity of the city would be nothing if not for the vibrant local street food vendors, including the cultural staple, fruit carts. On any given day, beach goers, boardwalk strollers and passerbys alike can all satiate their quench for juicy fruit by having some fresh mango with chili and lime on a stick. That is what the heat and atmosphere of LA is all about. We tapped into that sentiment and create a social video series geared at combining the delicious refreshing taste of Mango Cart beer with its inspiration and counterpart, the original mango carts of LA.
We invested 55% of total 2020 media dollars into supporting Mango Cart through paid social, search and programmatic with 70% going towards Home Market and 30% going towards Expansion Markets.
