^{↘ GABI MARCATTO ©}

^{creative director  AD — working GUT SP}

^{↳linkedin ↳instagram}

Retro Influencers for Skol AB Inbev ︎︎︎


^{86% of people trust brands that share user content. So Skol, Brazil’s top beer, decided to reward the people who’ve been loyal to the brand for years.}

^{Skol used an Instagram loophole no brand had ever explored before: while you can’t change the past, you can edit the caption.}

^{Since all paid content needs #ad, we found a loophole on Instagram: you can’t change a post’s image, but you can edit the caption. So we asked fans to add #RetroAd to old photos featuring Skol — instantly turning them into Skol influencers.}

Results

^{We tracked them down and paid back years of unpaid work with what they love most: beer. The older the post, the greater the reward. Then we made them famous — boosting their content, airing it on TV, featuring them in OOH, and even taking them to Times Square.}