BUD LIGHT

Role: UX Writer

The opportunity: Bud Light’s Ya Se Armó campaign was more than a tagline—it was a celebration of Latinx culture through music, fútbol, food, and community. With events featuring Pitbull, the Mexican National Team, and celebrity chef Aarón Sánchez, the campaign had momentum. But the website? It needed a complete reimagination. We were tasked with transforming Bud Light’s digital presence into a vibrant, cultural hub—one that honored Ya Se Armó and brought fans deeper into the experience.

The solution: We rebuilt the site from the ground up with a new information architecture and fresh content strategy that put culture—not just product—at the center. While the visuals leaned into existing brand assets, the content was crafted entirely from scratch. I took inspiration from the energy and pride of Ya Se Armó—telling stories around the events, not just listing them. Whether it was Pitbull hyping a crowd or Aarón Sánchez sharing family recipes, I built a narrative ecosystem where Bud Light became the connector of culture. Key elements included:

  • A restructured site flow to prioritize event discovery and community content

  • Modular content blocks for flexible storytelling around food, music, and sport

  • Seamless integration with campaign activations, from sweepstakes to social

  • Content in both English and Spanish, honoring the bilingual audience

The impact: The reimagined site helped power Ya Se Armó into one of Bud Light’s most successful multicultural campaigns to date:

  • 9% lift in brand favorability among Hispanic audiences (Kantar)

  • Over 250,000 sweepstakes entries driven from the site

  • 3.2x increase in site traffic during campaign compared to previous quarter

  • Average time on site increased by 48%, reflecting stronger engagement with culture-driven content

  • Named by AB InBev as a model for culturally resonant digital experiences

Why it matters: This project wasn’t just about a website—it was about building digital space where community, identity, and brand could intersect. Honoring the spirit of Ya Se Armó meant creating more than content; it meant creating belonging. We didn’t just tell stories—we helped people see themselves in them.