Malibu #Bestsummerever

Malibu wanted to make their brand more relevant to twenty-something millennials so we at HAVAS media and the creative partner Analog Folk created The Best Summer Ever Project, an original content series that launched on YouTube and was supported by a targeted TrueView campaign. The campaign produced more than 10 million YouTube channel views with a total watch time of 10 years in the first six weeks. Promotional activity sees people pushed to sign up at the Malibu Best Summer Ever site to win prizes including VIP holidays to Ibiza Rocks, concerts at The O2, Vevo and Spotify gigs. This will be followed by the launch of a YouTube channel, encouraging consumers to help curate a collection of over 100 summer experiences to create the definitive list, which can be shared with friends. For a true digital response we invested a larger spend with publishers Spotify and Vevo. Spotify created a bespoke Malibu branded hub to house content that would allow us to be an enabler of fun - including not just playlists, but also outdoor pub garden locators, a What’s Trending tab (an essential guide to Summer brought to you by Malibu) and a bespoke cocktail maker. We ran competitions to get entries (and data capture) via our social sharing platforms. As the leading Social Strategist on this campaign I was responsible for the digital strategy, communication tactics and content roadmap and the distribution of media spend to drive traffic to our destination pages. A combination of audio and visual placements which changed over the course of the all summer long campaign communicated our #Bestsummerever message. We also employed programmatic creative with a high impact format and interactive content that tapped into key offerings (Ibiza Rocks tickets, Vevo Go-Show etc) and evolved over the summer period.