Case Study: MixxTail (Oriental Brewery) achieves 10‑point ad recall and 8‑point brand lift with Facebook

Mobilizing home cocktail party hosts

Oriental Brewery (OB), a South Korean brewer and AB InBev subsidiary, launched MixxTail, a new fermented cocktail aimed at 19–39-year-olds who favor home-party culture. The challenge was to build awareness for this new product and category among mobile‑savvy young consumers who are hard to reach with TV-centric marketing.

OB ran a mobile‑first campaign on Facebook and Instagram using a four‑video sequence and the “Come Over #HomeParty” creative, with reach-and-frequency buying and placement optimization plus links to MixxTail’s Instagram. Over 71 days the campaign reached 4.6 million people (47% of the target), delivered 54 million impressions and 7.4 million video views, and drove strong brand lift: +10 points ad recall, +8 points brand awareness and an +8‑point increase in purchase intent among women.

MixxTail