Case Study: Malibu achieves 8M mobile video views and 4.4% engagement with Millennial Media's Video Advertising Suite

Malibu Drives Consumer Engagement With Brand Focused-Mobile Video Experience

Malibu, the Pernod Ricard rum brand, set out to make its "Best Summer Ever Project" synonymous with summer for 18–24-year-olds. The challenge was to capture the attention of a mobile-first audience and drive them to a dedicated landing page for eCRM sign-ups.

Partnering with Havas Media and Millennial Media, Malibu ran a mobile-first video campaign using Focus Audience Targeting, retargeting, Video Plus (time- and location-aware tickers) and Video Wrapper (multiple tablet videos) to deliver tailored, on-the-go creative. Over four months the campaign earned more than 8 million views with 15% completed views and an engagement rate above 4.4%—roughly double the industry benchmark—successfully scaling mobile as a core channel.

Malibu

Adam Boita

Head of Marketing