Captiv8, an advertising firm associated with the collaboration between Bud Light and self-described transgender social media influencer Dylan Mulvaney, recently dismissed one-fifth of the company’s workers, according to a report from The New York Post.

The brand partnership video with Mulvaney, a man who claims to be a woman, created in early April with Anheuser-Busch, the firm which owns Bud Light, caused immediate backlash from consumers frustrated with the firm’s choice to endorse the LGBT movement. Insiders previously told The New York Post that Captiv8 had introduced Mulvaney to Anheuser-Busch, although the beer manufacturer has never publicly said that the firm enabled the campaign.

“I’m guessing that Dylan Mulvaney contributed,” one dismissed executive said in an interview with The New York Post about the cause for the layoffs, adding that the firm was not conducting layoffs before the campaign. Another source said “several department heads” were dismissed.

Insiders also commented that executives spent considerable sums of money on events and parties, including one excursion in which the firm chartered a private jet to fly managers, clients, and influencers to southern France, where they took photos at villas and on yachts.

Bud Light has also experienced turmoil in the months since the Mulvaney campaign: the brand had been the most popular beer in the United States for more than two decades but was recently displaced by Modelo Especial. Weekly sales for Bud Light plummeted 30% year-over-year as of last month, according to sales data from Bump Williams Consulting, while other brands owned by Anheuser-Busch have similarly suffered.

Anheuser-Busch said in a recent regulatory filing that the company plans to offer sales incentives to wholesalers, as well as credits and reimbursements for freight charges. The firm will also place more investments in local marketing to restore the Bud Light brand image.

Beyond conservative consumers, progressives who once enjoyed Bud Light have criticized Anheuser-Busch for not offering a more robust defense of Mulvaney. The influencer himself claimed the firm had failed to support him. “For a company to hire a trans person and then not publicly stand by them is worse in my opinion than not hiring a trans person at all,” he said in one video posted earlier this summer.