Showcasing summer favorites through uncertain times
Although this was not the first time wedü has worked with Malibu Rum, it was the first time we worked with them through a global pandemic. Malibu Rum is the world’s best-selling Caribbean rum and typically sees a spike in sales throughout the summer months. With the Coronavirus pandemic keeping many consumers home, Malibu wanted to encourage consumers to mix along at home with their refreshing flavors and to still safely enjoy their summer. They decided to give away a Malibu branded Paddleboard and tapped wedü to execute on the giveaway.
Highly targeted social media ads
Although the promotion was happening across the United States, we ran highly targeted social media ads to consumers of the New Hampshire Liquor and Wine Outlets where Malibu was being featured prominently on the summer floor planner. The Facebook ad campaign targeted residents of New Hampshire who were interested in rum and people who liked the outlets on Facebook. In addition to those targeting options, the ads were also only shown to those 21 years of age or older. We built the landing page with a custom entry form that captured the entrant’s information including name, email address, and birthday. The form was tailored to Malibu’s branding, including the use of their colors and custom graphics. The form limited entrants to one entry per day and also allowed entrants to easily share the sweepstakes with their friends on social media.
A winning combination of online and in-store messaging
The sweepstakes ran June 29th, 2020 to August 31st, 2020 with the Facebook ads running for the same period of time with a lifetime budget of $750. In addition to the Facebook ads, Malibu also displayed the sweepstakes URL on their in-store signage in all New Hampshire Liquor and Wine Outlets. This was a very successful campaign. The cost per click was low and it resulted in greater brand awareness and sweepstakes entries.
Key Performance Indicators