Bud Light provided the following data to Adweek in mid-January to show the effect of “Dilly Dilly” on certain brand metrics:• Over 2 billion earned media impressions for the campaign to date • A 14 percent improvement in positive sentiment related to Bud Light on social since the launch of “Dilly Dilly” • A monthly average of 300,000 Google searches for “Dilly Dilly” • 175,000 mentions of “Dilly Dilly” per month in social media • 66,000 uses of the hashtag #Dilly Dilly on Instagram alone • Bud Light conversation volume of 689,610 mentions in nine months prior to “Dilly Dilly,” spiking to 874,465 mentions in the four and a half months since • A 6 percent improvement in the share of organic social mentions of Bud Light within the beer segment online—reaching 23 percent of the conversation Goeler explained it as a three-step process—get the consumer’s attention with engaging marketing; tie the marketing to the point-of-purchase; and deliver on expectations with the product itself.“You can create great ads, but if you’re not getting your product into people’s hands, what are you accomplishing? “First, you have to break through and make people want to engage.
That’s just step one, but to see us achieving step one on this level is amazing.”The creation of “Dilly Dilly” back in the summer is a story all its own.
It’s a beautiful following.”Of course, it means little if it doesn’t help sales.
On the one hand, the campaign is already so well known, and largely well liked, that people will naturally want to like the new spot as well.
And it caps a remarkable run (and is surely not the end) for “Dilly Dilly” itself, the catchphrase that first appeared in an August spot, “Banquet,” before becoming a meme nationwide—growing in popularity every week, until Bud Light had little choice but to give it airtime on the year’s biggest broadcast event.
Andy Goeler, vp of Bud Light and a four-decade veteran of Anheuser-Busch marketing, told Adweek that the brand has been energized by how the public has embraced “Dilly Dilly” and how it’s crossed over into pop culture.
Best men were including the toast in their wedding speeches.
Sportscasters were throwing the phrase into their broadcasts.