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Malibu Rum - The Search for Summer

Summer is Malibu Rum’s biggest sales season—Malibu’s ability to create endless combinations of refreshing cocktails makes it the perfect pairing for any kind of summer fun. To help make Malibu the drink of summer, we combined Malibu’s amazing mixability with our target audience’s tendency for spontaneous summer Googling to serve up Malibu cocktails to fun-seeking millennials. When people Googled popular summer search terms (everything from BBQ to July 4th), we hit them with video inspiration for the right Malibu cocktail for that activity. People could continue the search to find a secret Malibu cocktail recipe. We continued our push to be wherever people were seeking summer fun through a series of Snapchat ads geo-targeted to music festivals and the first nationwide Snapchat lenses by a liquor brand. Our campaign helped increased the brand’s profits by 4.3% for the year alone. WINNER, BEST USE OF VIDEO IN A SEARCH CAMPAIGN 2016 U.S. Search Awards.

Project Roles
Copywriter, Creative Director
Company
360i
Skills
Copywriting, Content Strategy, Creative Direction, Media Strategy, Strategy
Media
Advertising, 2D Animations, Commercials - Video, Social Media Content, Social Media Copy
Project Industries
Beverage
Malibu Rum - The Search for Summer
Collaborators