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Case Study : Malibu drives consumer engagement with brand focused-mobile video experience

by on April 11, 2015 in Apps, FaceBook, Google, iPhone, Latest News, Lead Article, LinkedIn, Metrics, Mobile Marketing, Mobile/Tablet, Online Advertising, Online Video, Pinterest, PR, Retail, Retail News, Social Media, Twitter, Videos

Goal .. With a campaign to ensure its rum was synonymous with summer for its 18-24 year old target audience, Malibu knew its ‘Best Summer Ever Project’ had to engage consumers where they spent the most time – on mobile.

Working with its agency, Havas Media, Pernod Ricard-owned Malibu delivered a brand-focused mobile video experience using Millennial Media’s Video Advertising Suite.



Integrated Approach: As part of a wider integrated campaign that centred around key milestones – including National Pina Colada Day and competitions with a pool containing thousands of prizes, from Ibiza Rocks holidays through to Malibu coconut cups – the mobile element drove engagement by capturing consumer attention on the go, all with the objective of driving target audiences to a dedicated landing page for eCRM sign ups.

Audience Targeting: The campaign used Millennial Media’s Focus Audience Targeting Suite to reach to target 18-24 year old men and women across key interest areas. The campaign also re-targeted users who viewed the videos with standard banners.

Media Firsts: The campaign used two media first functions in Millennial Media’s Video Plus and Video Wrapper ad units. Running on smartphones, Video Plus enabled Malibu to integrate time-specific, location-based information from data feeds in a ticker format. Video Wrapper provided Malibu with the ability to display three different videos on tablet, customising brand interaction with multiple content and messages.


The results ensured a rich and engaging experience for the consumer, driving over 8 million views across four months with 15 percent completed views.

Coupled with strong completed views, the engagement rate for the campaign came in at a very healthy rate of more than 4.4 percent, double the industry benchmark.

“Havas Media and Millennial Media worked together to deliver a genuinely innovative campaign that helped Malibu to scale and connect more relevantly with mobile audiences.

With breakthrough creative and pinpointed audience targeting, the campaign successfully cemented mobile as a vital component in making Malibu synonymous with summer for our target audiences.”

~ Adam Boita, Head of Marketing, Pernod Ricard UK

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