{"id":11772,"date":"2025-05-22T00:00:00","date_gmt":"2025-05-22T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/resources\/success-stories\/amstel\/"},"modified":"2026-04-30T17:41:02","modified_gmt":"2026-04-30T21:41:02","slug":"amstel-brasil","status":"publish","type":"success-story","link":"https:\/\/whatsappbusiness.com\/fr\/resources\/success-stories\/amstel-brasil\/","title":{"rendered":"Amstel"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull is-style-surface-primary wp-pattern-content-logos-text has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-primary--1\">\n<div class=\"wp-block-group alignwide wp-pattern-content-logos-text__inner is-layout-grid wp-container-core-group-is-layout-9c165146 wp-block-group-is-layout-grid\">\n<div class=\"wp-block-group wp-pattern-content-logos-text__logos is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-612abace wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-fe1e3c8b wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.facebook.com\/AmstelBR\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-dominant-color=\"a97a67\" data-has-transparency=\"true\" style=\"--dominant-color: #a97a67;\" loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"400\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-logo.png\" alt=\"Logo d\u2019Amstel\" class=\"wp-image-412 has-transparency\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-logo.png 400w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-logo.png?resize=150,150 150w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-logo.png?resize=300,300 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/a><\/figure>\n\n\n\n<p class=\"has-text-align-center is-typography-preset-body-sm wp-block-paragraph\">Marque<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group wp-pattern-content-logos-text__content is-vertical is-content-justification-left is-layout-flex wp-container-core-group-is-layout-6da93d19 wp-block-group-is-layout-flex\">\n<h2 id=\"amstel-a-affiche-son-soutien-lors-du-mois-des-fiertes-au-bresil-avec-une-campagne-de-publicites-clic-vers-whatsapp-les-membres-de-la-communaute-lgbtqia-ont-ainsi-pu-exprimer-leur-fierte-en-creant-un\" class=\"wp-block-heading is-typography-preset-heading-2 is-typography-preset-heading-4\">Amstel a affich\u00e9 son soutien lors du Mois des fiert\u00e9s au Br\u00e9sil avec une campagne de publicit\u00e9s clic vers WhatsApp. Les membres de la communaut\u00e9 LGBTQIA+ ont ainsi pu exprimer leur fiert\u00e9 en cr\u00e9ant un reel personnalis\u00e9 sur la plateforme WhatsApp\u00a0Business.<\/h2>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary wp-pattern-stats-grid-2-column-green has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-primary--2\">\n<div class=\"wp-block-group alignwide wp-pattern-stats-grid-2-column-green__grid is-layout-grid wp-container-core-group-is-layout-d65a3a21 wp-block-group-is-layout-grid\">\n<div class=\"wp-block-group is-style-surface-light-green wp-pattern-stats-card is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-09b9bc3e wp-block-group-is-layout-flex is-style-surface-light-green--3\">\n<p class=\"has-text-align-center wp-block-tenup-stats has-heading-2-font-size\" data-wp-interactive=\"tenup\/stats\" data-wp-init=\"tenup\/stats::actions.init\" data-stats-initial=\"1\">\n\t1.5<\/p>\n\n\n\n<p class=\"has-text-align-center is-typography-preset-body-md wp-block-paragraph\">million de personnes touch\u00e9es*<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-style-surface-light-green wp-pattern-stats-card is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-09b9bc3e wp-block-group-is-layout-flex is-style-surface-light-green--4\">\n<p class=\"has-text-align-center wp-block-tenup-stats has-heading-2-font-size\" data-wp-interactive=\"tenup\/stats\" data-wp-init=\"tenup\/stats::actions.init\" data-stats-initial=\"65\">\n\t65\u00a0000<\/p>\n\n\n\n<p class=\"has-text-align-center is-typography-preset-body-md wp-block-paragraph\">messages \u00e9chang\u00e9s avec la marque*<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"alignfull has-text-align-center is-typography-preset-label-sm wp-block-paragraph\"><em>*\u00a0Les r\u00e9sultats sont auto\u00e9valu\u00e9s et ne sont pas reproductibles \u00e0 l\u2019identique. Les r\u00e9sultats individuels g\u00e9n\u00e9ralement attendus seront diff\u00e9rents.<\/em><\/p>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-5941bf96 wp-block-group-is-layout-constrained is-style-surface-primary--5\">\n<h2 id=\"lhistoire\" class=\"wp-block-heading has-text-align-center\">L\u2019<mark style=\"background-color:transparent\" class=\"has-green-underline\">histoire<\/mark><\/h2>\n\n\n\n<h3 id=\"celebrer-avec-fierte\" class=\"wp-block-heading has-text-align-center\">C\u00e9l\u00e9brer avec fiert\u00e9<\/h3>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">La marque de bi\u00e8re blonde brass\u00e9e souhaitait apporter son soutien \u00e0 la communaut\u00e9\u00a0LGBTQIA+ au Br\u00e9sil. C\u2019est pourquoi elle a cr\u00e9\u00e9 une campagne pour le Mois des fiert\u00e9s de juin\u00a02024, ax\u00e9e sur le message positif qui m\u00eale le portugais et l\u2019anglais \u00ab\u00a0Yes, I Am\u00a0\u00bb (\u00ab\u00a0Oui, je le suis\u00a0\u00bb).<\/p>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-5941bf96 wp-block-group-is-layout-constrained is-style-surface-primary--6\">\n<h2 id=\"lobjectif\" class=\"wp-block-heading has-text-align-center\">L\u2019<mark style=\"background-color:transparent\" class=\"has-green-underline\">objectif<\/mark><\/h2>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<h3 id=\"booster-la-creation-de-contenu\" class=\"wp-block-heading is-style-green-line\">Booster la cr\u00e9ation de contenu<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Amstel souhaitait que les membres de la communaut\u00e9\u00a0LGBTQIA+ puissent afficher fi\u00e8rement leur identit\u00e9 en cr\u00e9ant un reel personnalis\u00e9 sur la plateforme WhatsApp\u00a0Business \u00e0 partir de leurs propres vid\u00e9os, images et textes.<\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img data-dominant-color=\"6c5c50\" data-has-transparency=\"false\" style=\"--dominant-color: #6c5c50;\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"750\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-2.jpg\" alt=\"Amstel being featured at a Pride parade\" class=\"wp-image-410 size-full not-transparent\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-2.jpg 600w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-2.jpg?resize=240,300 240w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure><\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-5941bf96 wp-block-group-is-layout-constrained is-style-surface-primary--7\">\n<h2 id=\"la-solution\" class=\"wp-block-heading has-text-align-center\">La <mark style=\"background-color:transparent\" class=\"has-green-underline\">solution<\/mark><\/h2>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:25% auto\"><figure class=\"wp-block-media-text__media\"><video autoplay loop muted playsinline data-wab-video-name=\"Example of a personalized Reel\" controls src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/04\/amstel-brasil.mp4\"><\/video><\/figure><div class=\"wp-block-media-text__content\">\n<h3 id=\"creer-des-reels-personnalises-sur-whatsapp\" class=\"wp-block-heading is-style-green-line\">Cr\u00e9er des reels personnalis\u00e9s sur WhatsApp<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">En partenariat avec la plateforme de conversation\u00a0Blip et l\u2019agence de production vid\u00e9o\u00a0StayFilm, toutes deux partenaires de Meta\u00a0Business, l\u2019entreprise a d\u00e9velopp\u00e9 une campagne de publicit\u00e9s clic vers WhatsApp ciblant les adultes \u00e2g\u00e9s de 18 \u00e0 65\u00a0ans. Ces publicit\u00e9s sont diffus\u00e9es dans le fil, ou sous forme de stories, reels ou carrousel sur Facebook et Instagram. Amstel a s\u00e9lectionn\u00e9 les placements\u00a0Advantage+ dans le Gestionnaire de publicit\u00e9s. Meta diffuse alors les publicit\u00e9s sur tous les placements disponibles en fonction des param\u00e8tres s\u00e9lectionn\u00e9s par l\u2019annonceur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019\u00e9quipe a d\u00e9velopp\u00e9 trois approches cr\u00e9atives diff\u00e9rentes pour la campagne. La premi\u00e8re consistait en un carrousel de publicit\u00e9s avec des photos qui encourageait le public \u00e0 cr\u00e9er un reel personnalis\u00e9 (\u00ab\u00a0Que diriez-vous de cr\u00e9er un reel de vos plus grands moments de fiert\u00e9\u00a0?\u00a0\u00bb) et qui expliquait ensuite les \u00e9tapes \u00e0 suivre. La deuxi\u00e8me \u00e9tait un placement dans Stories (\u00ab\u00a0Yes, I Am\u2026 Un seul mot suffit \u00e0 raconter toutes nos histoires\u00a0\u00bb). Et la troisi\u00e8me \u00e9tait une publicit\u00e9 vid\u00e9o diffus\u00e9e dans le fil qui montrait des mariages\u00a0LGBTQIA+ dans diff\u00e9rentes villes du monde.<\/p>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull wp-pattern-content-centered-quote is-style-surface-cream has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-cream--8\">\n<blockquote class=\"wp-block-quote alignwide has-text-align-center is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"is-typography-preset-heading-3 wp-block-paragraph\">\u00ab\u00a0En tant qu\u2019acteurs engag\u00e9s dans la cause de la communaut\u00e9\u00a0LGBTQIA+ au Br\u00e9sil, nous tenions absolument \u00e0 faire entendre notre voix \u00e0 l\u2019occasion du Mois des fiert\u00e9s. En aidant les personnes \u00e0 cr\u00e9er leur propre reel personnalis\u00e9 \u00ab\u00a0Yes, I Am\u00a0\u00bb sur WhatsApp, nous voulions leur donner l\u2019occasion de partager leurs valeurs avec d\u2019autres. La quasi-totalit\u00e9 des personnes qui ont cliqu\u00e9 sur nos publicit\u00e9s ont interagi avec nous sur WhatsApp. Nous avons \u00e9galement constat\u00e9 des r\u00e9sultats positifs en mati\u00e8re de m\u00e9morisation publicitaire et d\u2019association du message \u00e0 la campagne.\u00a0\u00bb<\/p>\n<cite><strong>Fernanda Saboya<\/strong><br><br>Consumer Connections Director, The Heineken Company<\/cite><\/blockquote>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-5941bf96 wp-block-group-is-layout-constrained is-style-surface-primary--9\">\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\">Les personnes int\u00e9ress\u00e9es pouvaient cliquer sur le bouton\u00a0WhatsApp ou sur \u00ab\u00a0En savoir plus\u00a0\u00bb dans la publicit\u00e9 pour entamer une conversation automatis\u00e9e avec Amstel sur la plateforme WhatsApp\u00a0Business. Dans le cadre de cette exp\u00e9rience de messagerie WhatsApp, les utilisateur\u00b7ices \u00e9taient invit\u00e9\u00b7es \u00e0 partager leurs propres vid\u00e9os, photos et messages afin de raconter leur propre histoire \u00ab\u00a0Yes, I Am\u00a0\u00bb. L\u2019exp\u00e9rience\u00a0WhatsApp g\u00e9n\u00e9rait ensuite un reel personnalis\u00e9 que la personne pouvait partager sur son compte\u00a0Instagram ou Facebook pour c\u00e9l\u00e9brer sa fiert\u00e9 d\u2019\u00eatre qui elle est. Chaque reel se terminait par la phrase \u00ab\u00a0YES, I AM\u00a0\u00bb, suivie de \u00ab\u00a0I\u00a0AMSTEL\u00a0\u00bb et du logo de la marque.<\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img data-dominant-color=\"b38f86\" data-has-transparency=\"false\" style=\"--dominant-color: #b38f86;\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"750\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-4.jpg\" alt=\"A woman holding a fan\" class=\"wp-image-411 size-full not-transparent\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-4.jpg 600w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-4.jpg?resize=240,300 240w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure><\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-container-core-group-is-layout-f5b8a515 wp-block-group-is-layout-constrained is-style-surface-primary--10\">\n<div class=\"wp-block-group alignwide is-layout-flow wp-block-group-is-layout-flow\">\n<h2 id=\"les-resultats\" class=\"wp-block-heading has-text-align-center\">Les <mark style=\"background-color:transparent\" class=\"has-green-underline\">r\u00e9sultats<\/mark><\/h2>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">Gr\u00e2ce \u00e0 une \u00e9tude\u00a0Brand\u00a0Lift de Meta men\u00e9e pendant toute la dur\u00e9e de la campagne, l\u2019\u00e9quipe a pu constater des r\u00e9sultats positifs en mati\u00e8re de m\u00e9morisation publicitaire et de r\u00e9ception du message. La marque a \u00e9galement enregistr\u00e9 d\u2019excellents r\u00e9sultats au niveau de la couverture et des interactions\u00a0:<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img data-dominant-color=\"594044\" data-has-transparency=\"false\" style=\"--dominant-color: #594044;\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"900\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-1.jpg\" alt=\"Two people toasting one another using Amstel beer\" class=\"wp-image-409 size-full not-transparent\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-1.jpg 600w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/Amstel-image-1.jpg?resize=200,300 200w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h3 id=\"plus-dun-million-de-personnes-touchees\" class=\"wp-block-heading is-style-green-line\">Plus d\u2019un million de personnes touch\u00e9es<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">1,5\u00a0million de personnes touch\u00e9es*<\/li>\n\n\n\n<li class=\"wp-block-list-item\">65\u00a0000\u00a0messages \u00e9chang\u00e9s avec la marque*<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>*\u00a0Les r\u00e9sultats sont auto\u00e9valu\u00e9s et ne sont pas reproductibles \u00e0 l\u2019identique. Les r\u00e9sultats individuels g\u00e9n\u00e9ralement attendus seront diff\u00e9rents.<\/em><\/p>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-style-surface-primary has-global-padding is-layout-constrained wp-block-group-is-layout-constrained is-style-surface-primary--11\">\n<div class=\"wp-block-group alignwide is-style-surface-dark-green has-global-padding is-layout-constrained wp-container-core-group-is-layout-71f05ff6 wp-block-group-is-layout-constrained is-style-surface-dark-green--12\" style=\"border-radius:25px\">\n<h2 id=\"collaborez-avec-un-partenaire\" class=\"wp-block-heading has-text-align-center is-typography-preset-heading-1 has-brand-green-color has-text-color\">Collaborez avec un partenaire<\/h2>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">Les partenaires de la plateforme WhatsApp\u00a0Business peuvent vous aider \u00e0 planifier, d\u00e9velopper et int\u00e9grer WhatsApp comme canal de communication pour interagir avec votre client\u00e8le.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-aebcc133 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/business.facebook.com\/messaging\/partner-showcase\/?ref=SUCCESS_STORIES\">Trouver un\u00b7e partenaire<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Un marketing personnalis\u00e9 \u00e0 l\u2019effigie de la communaut\u00e9 LGBTQIA+<\/p>\n","protected":false},"author":13,"featured_media":11773,"template":"","meta":{"wab_header_eyebrow":"Plateforme\u00a0Business","wab_hide_header_excerpt":false,"wab_use_custom_excerpt":false,"wab_custom_excerpt":"","wab_company_name":"Amstel","wab_business_results":null,"wab_testimonial_quote":"\"En tant qu\u2019acteurs engag\u00e9s dans la cause de la communaut\u00e9\u00a0LGBTQIA+ au Br\u00e9sil, nous tenions absolument \u00e0 faire entendre notre voix \u00e0 l\u2019occasion du Mois des fiert\u00e9s. En aidant les personnes \u00e0 cr\u00e9er leur propre reel personnalis\u00e9 \"Yes, I Am\" sur WhatsApp, nous voulions leur donner l\u2019occasion de partager leurs valeurs avec d\u2019autres. La quasi-totalit\u00e9 des personnes qui ont cliqu\u00e9 sur nos publicit\u00e9s ont interagi avec nous sur WhatsApp. Nous avons \u00e9galement constat\u00e9 des r\u00e9sultats positifs en mati\u00e8re de m\u00e9morisation publicitaire et d\u2019association du message \u00e0 la campagne.\"","wab_testimonial_name":"Fernanda\u00a0Saboya","wab_testimonial_title":"Directrice des relations avec les consommateur\u00b7ices, The\u00a0Heineken\u00a0Company","wab_featured_image_caption":"","_featured_video_id":0,"_featured_video_autoplay":true,"_featured_video_muted":true,"_featured_video_loop":true,"_featured_video_playsinline":true,"footnotes":""},"business-size":[320],"industry":[],"market":[574],"use-case":[],"region":[389],"business-goals":[369],"product":[322,386],"class_list":["post-11772","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","business-size-grande-entreprise","market-bresil","region-amerique-latine","business-goals-interactions","product-plateforme-whatsapp-business","product-publicites-clic-vers-whatsapp"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amstel | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"Un marketing personnalis\u00e9 \u00e0 l\u2019effigie de la communaut\u00e9 LGBTQIA+\" \/>\n<meta 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