Nothing says summer quite like Malibu, but it may not be front of mind when it comes to Halloween. Our challenge for Halloween was to tap into the second biggest event for retailers and drive purchase of Malibu, by raising awareness of the brand with students, whilst on promotion in Nisa and ASDA stores.
Knowing that 76% of our target like to receive promotional offers via mobile and are most likely to engage with video, we responded with a proximity video messaging campaign, across two streams.
The first, blast messaging, was targeted at student areas within a 5-mile radius of their nearest ASDA store. Secondly, we deployed a live messaging steam to target shoppers within a ½ mile radius of a Nisa store, this two-pronged approach was used to maximise reach. The message, which appeared on lock screen and within the SMS inbox, pushed a live discount with both of the retailers and was designed to drive into store or ASDA.com to purchase.
Over 110,000 messages delivered with 4.3% click through rate vs a 1.1% average benchmark for alcohol brands.
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