Facebook advertising has quickly evolved into a communication tool, with anew understanding that it can be used to reach into communities with newcreative, messaging, and purpose. While this may be brand-level messaging,companies should not overlook the value of locality. Now more than ever it’simportant to bring those messages of support directly into communities, in a

hyper-targeted way, even if locations are closed or operations retooled.

Tiger Pistol's COVID-19 Response

Program for Consumer Products

With templatized local campaigns, andeasy tools to turn campaigns on, off, orswitch with changing local orders, TigerPistol gives brands the opportunity tosimply shift from physical to virtualsales, transactions to inspiration, andfrom highlighting your products tohighlighting your purpose-drivencontent.

With local at the forefront, there's nobetter time to empower your local storeor channel partners with brand-approved, best practice, Facebook andInstagram campaigns — all customizedfor their local audiences.

Flexible Templates for ContactlessBuying, Delivery, or Pickup

As the buying process evolves, easilyadapt your marketing campaigns withTiger Pistol's flexible, hyperlocalcampaign templates. Publishlocalized Conversion, Reach, andTraffic campaigns in minutes.

Revitalize your Retailers

Easily adapt and manage campaigns andyour partner locations throughcustomizable segmentation. Group yourcampaigns by buying process offered,product feature, or anything! Then havethe power to rapidly update, pause, andactivate with one click.

Effortlessly Onboard Your Retail Stores

Some Facebook Marketing Partners take 4 weeks to onboard.

Tiger Pistol can do it in half the time. 

Single-location creation in 3 simple steps 

Mobile-friendly sign-up tool

Mass upload using spreadsheet import. Yext orUberall Integration for automatic import and updates

Powering Local Recovery andRevitalization Initiatives for

Global Network of Bars,Restaurants, and Retailers

Pre-pandemic, AB InBev offered its establishments brand-funded, direct-response localsocial campaigns to drive foot traffic. The scale and efficiency provided by the Tiger Pistolplatform gave AB InBev a game-changing competitive advantage, increasing localization,personalization, and relevancy with the ability to publish global campaigns from localestablishment and retailer social pages,

1. Ensure interests and offers were targeted to and forrelevant consumers, but still added value for theestablishment

2. Strong calls-to-action, including “Get Directions” todrive foot traffic

3. Quality, on-brand creative in line with nationalmarketing efforts

Success Story

Backstory

improving campaign effectiveness while reducing

Meaningful Ads at Scale

Net Promoter Score Among Bars &Restaurants that participated in the program

Average Reach per Location

Lower CPM Compared to National BrandEfforts

+

Events Contests Pairings

Impressions Delivered Over a 2-month Period

+50~710K

60%350M

advertising costs.

Enter Covid-19. As the pandemic traveledacross the globe, closing restaurants andbars in its wake, AB InBev and Tiger Pistolrealized that driving foot traffic didn'twork for every location.

Covid-19: The Game Changer

Success Story

With each region affected differently, ABInBev and Tiger Pistol worked closely withthe brand’s global markets to create socialmedia marketing plans to support smallbusinesses during this crisis and to help

Tiger Pistol's disruption-proof technology easily pivoted, still giving AB InBev theopportunity to provide their establishments brand-level creative and messaging, butshifting to ads structured around community building, gift cards sales, home delivery, orno-contact curbside pickup in impacted communities, or foot traffic to open locations.Campaigns are rapidly updated to maintain accuracy with changing local orders.

them recover. AB InBev uses the Tiger Pistol Platform to support initiatives for therecovery and revitalization of restaurants and bars, driving business and recalling theessential role restaurants and bars play in fostering memories and connections in thelives of consumers.

Success Story

Effortless Onboarding

With much of AB InBev's global sales team working from home, Tiger Pistol easily shiftedthe location onboarding process to email and text, allowing locations to sign-up for thesocial program with a few simple clicks.

We do use Facebook directly, and we're probably one of the largestpartners of Facebook when we run national equity campaigns, but this

project that we've partnered with Facebook and Tiger Pistol on is a verydifferent use case where we provide social media ads for establishments todrive sales and to strengthen our relationships and be a better partner with

them. To ultimately drive local actions of consumers, we needed atechnology like Tiger Pistol to deploy not only local ads but ads that werebased from the local establishments’ own Facebook accounts. Achievingthat goal but also doing it at a truly global scale would not be possible if

we were just working with Facebook alone.

Daniel Ingram, Global Director of Trade Innovation, AB InBev

Email Activation Sign Up Connect Publish

Dramatic Results

40,000 Establishments Connected

30,000 Campaigns Run in

16,000 Establishments Across

5 Markets

We've shifted to online sales in manycases so we could start measuring the

return on our ad spend throughFacebook Pixels and Facebook

Conversions. In Canada, we ran acampaign with one of our key account

chains, and we saw the customer returnon ad spend nearly 8x, which is

absolutely incredible

Success Story

855M+ Impressions$0.44 CPM

20% Order uplift8.1% Volume uplift

Brazil

120M+ Impressions8X Customer ROA

Canada

10M+ Impressions$0.99 CPM

2X ROI

Belgium

United Kingdom Italy

Daniel Ingram, Global Director of Trade Innovation, AB InBev

7M+ Impressions2.5x ROI

2M+ Impressions$0.38 CPM

Results in order of Campaign Launch

Success Story

We are partnering with Tiger Pistol to develop new tools that evolve how wemarket our brands and build relationships with our network of

establishments – both in a time of crisis and in ordinary times. Theirtechnology and knowledge of social advertising have made Tiger Pistol theright partner to collaboratively develop a scaled social advertising solution.

Gabriel Mello, Global Vice President of Category Management and Trade Solutions, AB InBev.

Our platform’s capability is based on the flexibility and versatility needed torun more personalized, localized social campaigns. In the thick of this

pandemic and beyond, we’re going to see some establishments open, someclosed, some with varying business operations, and some that could even be

closed for a day or two for cleaning. These fluctuating situations arehighlighting the added benefits of our technology, as we empower our

clients, like AB InBev, to function at a local level, which now has a muchhigher degree of importance in recovery and revitalization efforts.

Paul Elliott, CEO, Tiger Pistol

This program not only results in higher sales higher conversions but it alsoallows us to build stronger more longer lasting bonds with our customersbecause we are not only providing them products to sell, we're providing

them a truly value-added service and no other company can offer.

Daniel Ingram, Global Director of Trade Innovation, AB InBev

Tiger Pistol is committed to helping consumerbrands continue to prosper in building lifelong

customer relationships, from state to state and cityto city, while maintaining safety and health for all.

In either case, being able to continue to drive online sales for retail partners that offeronline buying paths, while also providing alternative means for those who cannot,ensures you can continue to deliver results for your retail partners while delivering onyour brand initiatives. With the right tools, these sorts of scaled activations can beexecuted with ease. It's not as straightforward as it was before, of course, as CPGmarketers must now account for differentiated buying paths, store closures, and the likeacross what was likely already a diverse collection of stores. It is paramount now morethan ever, that your local marketing strategy be flexible.

A responsive local strategy that allows for flexible tactics ensures that youdeftly respond to changing buying practices and different retail partner needs.

1 With COVID impacting different parts of the country in multiple ways,straightforward brick-and-mortar plays are more difficult. Your Reachcampaigns may need to pivot from driving people on location, to insteadclick-to-call, or in some cases shift completely to online sales withTraffic and Conversions campaigns.

As some of your retail partners might be closed, local marketing can stillaid them through their downtime, with the added benefit of drivingawareness for your brand. Ads can cover content-based and awareness-driven needs, or donation drives, such as promoting gift card purchasesas a means to drive business online even as stores are closed.2

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