Click on the image above to watch campaign film on gut.agency!
Open Instagram. See that icon on the bottom right corner in every single post? That's the save button. Not only does that look suspiciously similar to Michelob Ultra’s logo, but every time you tap that save button, it also increases the chances of the post being seen in the feed. This is because the algorithm secretly prioritizes saves over likes, shares, and comments. On Women's Equality Day 2021, Michelob Ultra started a movement to go hit SAVE on women athletes’ posts to give them more visibility. Because when they get more visibility, they get more opportunities. And when they get more opportunities, we’re all one step closer to equality in sports.