{"id":11849,"date":"2025-05-22T00:00:00","date_gmt":"2025-05-22T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/resources\/success-stories\/amstel\/"},"modified":"2026-04-30T17:44:50","modified_gmt":"2026-04-30T21:44:50","slug":"amstel-brasil","status":"publish","type":"success-story","link":"https:\/\/whatsappbusiness.com\/pt-br\/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=\"Logotipo da Amstel\" 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\">Marca<\/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=\"a-amstel-mostrou-seu-apoio-ao-mes-do-orgulho-no-brasil-com-uma-campanha-de-anuncios-de-clique-para-o-whatsapp-a-campanha-permitia-que-as-pessoas-da-comunidade-lgbtqia-demonstrassem-seu-orgulho-crian\" class=\"wp-block-heading is-typography-preset-heading-2 is-typography-preset-heading-4\">A Amstel mostrou seu apoio ao M\u00eas do Orgulho no Brasil com uma campanha de an\u00fancios de clique para o WhatsApp. A campanha permitia que as pessoas da comunidade LGBTQIA+ demonstrassem seu orgulho criando reels personalizados na Plataforma do WhatsApp Business.<\/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\">milh\u00e3o de pessoas alcan\u00e7adas*<\/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\t65.000<\/p>\n\n\n\n<p class=\"has-text-align-center is-typography-preset-body-md wp-block-paragraph\">mensagens trocadas com a marca*<\/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>*Os resultados foram divulgados pela empresa. Talvez n\u00e3o seja poss\u00edvel obter resultados id\u00eanticos. Em geral, os resultados individuais esperados ser\u00e3o diferentes.<\/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=\"a-historia\" class=\"wp-block-heading has-text-align-center\">A <mark style=\"background-color:transparent\" class=\"has-green-underline\">hist\u00f3ria<\/mark><\/h2>\n\n\n\n<h3 id=\"celebrando-com-orgulho\" class=\"wp-block-heading has-text-align-center\">Celebrando com orgulho<\/h3>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">A fabricante de cervejas queria mostrar apoio \u00e0 comunidade LGBTQIA+ no Brasil. Para isso, a Amstel criou uma campanha do M\u00eas do Orgulho para junho de 2024, centralizada em uma mensagem empoderadora: \u201cSim, I am.\u201d<\/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=\"a-meta\" class=\"wp-block-heading has-text-align-center\">A <mark style=\"background-color:transparent\" class=\"has-green-underline\">meta<\/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=\"empoderar-a-criacao-de-conteudo\" class=\"wp-block-heading is-style-green-line\">Empoderar a cria\u00e7\u00e3o de conte\u00fado<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A Amstel queria ajudar pessoas da comunidade LGBTQIA+ a demonstrar seu orgulho com reels personalizados criados na Plataforma do WhatsApp Business, usando seus pr\u00f3prios v\u00eddeos, suas pr\u00f3prias imagens e suas pr\u00f3prias palavras.<\/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=\"a-solucao\" class=\"wp-block-heading has-text-align-center\">A <mark style=\"background-color:transparent\" class=\"has-green-underline\">solu\u00e7\u00e3o<\/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=\"criar-reels-personalizados-no-whatsapp\" class=\"wp-block-heading is-style-green-line\">Criar reels personalizados no WhatsApp<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Em parceria com a plataforma de comunica\u00e7\u00e3o Blip e a produtora de v\u00eddeos StayFilm (ambas Meta Business Partners), a empresa desenvolveu uma campanha de an\u00fancios de clique para o WhatsApp, direcionados a adultos de 18 a 65 anos nos formatos Stories, Reels, Feed e carrossel no Facebook e no Instagram. A Amstel selecionou posicionamentos Advantage+ no Gerenciador de An\u00fancios, que permite que a Meta exiba an\u00fancios em todos os posicionamentos dispon\u00edveis com base nas configura\u00e7\u00f5es selecionadas pelo anunciante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A equipe desenvolveu tr\u00eas abordagens criativas diferentes para a campanha: um carrossel de an\u00fancios de foto incentivando o p\u00fablico a criar um reel personalizado (\u201cQue tal criar reels com seus momentos de maior orgulho?\u201d) e descrevendo as etapas para fazer isso, um posicionamento de Stories (\u201cSim, I Am\u2026 Uma palavra conta cada hist\u00f3ria\u201d) e um an\u00fancio em v\u00eddeo no Feed retratando casamentos LGBTQIA+ em diferentes cidades do mundo.<\/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\">\u201cComo apoiadores da comunidade LGBTQIA+ no Brasil, foi muito importante para n\u00f3s demonstrar nosso suporte durante o M\u00eas do Orgulho. Quer\u00edamos dar \u00e0s pessoas a oportunidade de compartilhar a pr\u00f3pria ess\u00eancia, ajudando-as a criar reels personalizados no WhatsApp com a mensagem \u201cSim, I am\u201d. Quase todas as pessoas que clicaram em nossos an\u00fancios interagiram conosco no WhatsApp. A campanha tamb\u00e9m resultou em boa lembran\u00e7a do an\u00fancio e associa\u00e7\u00e3o da mensagem.\u201d<\/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\">Os p\u00fablicos podiam clicar no bot\u00e3o do WhatsApp ou em \u201cSaiba mais\u201d no an\u00fancio para entrar em uma conversa automatizada com a Amstel na Plataforma do WhatsApp Business. A experi\u00eancia de mensagens do WhatApp pedia \u00e0s pessoas que enviassem v\u00eddeos, fotos e palavras que ajudassem a contar a hist\u00f3ria da campanha \u201cSim, I Am\u201d com base nas pr\u00f3prias experi\u00eancias. Como resposta, a experi\u00eancia criada no WhatsApp gerava um reel personalizado que a pessoa poderia compartilhar na conta do Instagram ou Facebook para celebrar o orgulho de ser quem \u00e9. Cada reel terminava com a frase \u201cSim, I AM\u201d seguida de \u201cI AMSTEL\u201d e o logotipo da marca.<\/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=\"o-sucesso\" class=\"wp-block-heading has-text-align-center\">O <mark style=\"background-color:transparent\" class=\"has-green-underline\">sucesso<\/mark><\/h2>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">A equipe teve resultados positivos de lembran\u00e7a do an\u00fancio e associa\u00e7\u00e3o de mensagens em um estudo de brand lift da Meta realizado durante toda a campanha. Al\u00e9m disso, foi relatado forte alcance e engajamento, incluindo:<\/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=\"mais-de-1-milhao-de-pessoas-alcancadas\" class=\"wp-block-heading is-style-green-line\">Mais de 1 milh\u00e3o de pessoas alcan\u00e7adas<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">1,5 milh\u00e3o de pessoas alcan\u00e7adas*<\/li>\n\n\n\n<li class=\"wp-block-list-item\">65 mil mensagens trocadas com a marca*<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>*Os resultados foram divulgados pela empresa. Talvez n\u00e3o seja poss\u00edvel obter resultados id\u00eanticos. Em geral, os resultados individuais esperados ser\u00e3o diferentes.<\/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=\"comece-sua-jornada-com-um-parceiro\" class=\"wp-block-heading has-text-align-center is-typography-preset-heading-1 has-brand-green-color has-text-color\">Comece sua jornada com um parceiro<\/h2>\n\n\n\n<p class=\"has-text-align-center alignwide is-typography-preset-body-lg wp-block-paragraph\">Os parceiros da Plataforma do WhatsApp Business podem ajudar voc\u00ea a planejar, criar e integrar o WhatsApp como um canal para se conectar com seus clientes.<\/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\">Encontrar um parceiro<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Celebrando a comunidade com marketing personalizado<\/p>\n","protected":false},"author":13,"featured_media":11850,"template":"","meta":{"wab_header_eyebrow":"Plataforma do WhatsApp Business","wab_hide_header_excerpt":false,"wab_use_custom_excerpt":false,"wab_custom_excerpt":"","wab_company_name":"Amstel","wab_business_results":null,"wab_testimonial_quote":"\u201cComo apoiadores da comunidade LGBTQIA+ no Brasil, foi muito importante para n\u00f3s demonstrar nosso suporte durante o M\u00eas do Orgulho. Quer\u00edamos dar \u00e0s pessoas a oportunidade de compartilhar a pr\u00f3pria ess\u00eancia, ajudando-as a criar reels personalizados no WhatsApp com a mensagem \u201cSim, I am\u201d. Quase todas as pessoas que clicaram em nossos an\u00fancios interagiram conosco no WhatsApp. A campanha tamb\u00e9m resultou em boa lembran\u00e7a do an\u00fancio e associa\u00e7\u00e3o da mensagem.\u201d","wab_testimonial_name":"Fernanda Saboya","wab_testimonial_title":"Diretora de conex\u00f5es do consumidor da The Heineken Company","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":[362],"industry":[],"market":[583],"use-case":[],"region":[437],"business-goals":[417],"product":[434,364],"class_list":["post-11849","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","business-size-grandes-empresas","market-brasil","region-america-latina","business-goals-engajamento","product-anuncios-de-clique-para-o-whatsapp","product-plataforma-do-whatsapp-business"],"yoast_head":"<!-- This site is optimized 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