Case Study: Diageo achieves 225% increase in dwell time with Miappi

Boosting engagement for Diageo’s Malts.com

Diageo partnered with Miappi to power Malts.com with user-generated content pulled from its official Facebook, Twitter and YouTube channels. Diageo’s goal was to test whether social media would boost user engagement on its flagship Scotch whisky site, identify which social posts gained the most traction, and determine if social content at the point of purchase could increase e‑commerce basket size.

Miappi used its visual marketing engine to discover, curate and display social content via an embedded social wall on Malts.com. After the Miappi integration the homepage saw a 16% increase in dwell time and, overall, dwell time rose 225% on average versus pre-integration; social posts in the Miappi widget delivered a 2.3x higher CTR than typical industry online ads, drove repeat traffic, improved digital ROI and helped turn Malts.com into a stronger conversion driver.

Diageo