Creative & YouTube Strategy - Robert Waddilove
The Brief: MALIBU was no longer relevant amongst its target of young Millennials and was failing to recruit new drinkers.
AnalogFolk wanted to give the brand a greater role in their summer. Inspired by a product truth and audience insight we asked ourselves; ‘How can Malibu help young drinkers feel free and happy, so they get the most out of summer?’
Solution:Working in collaboration with AnalogFolk, we developed a YouTube content strategy which would compliment the other ATL activity AnalogFolk were creating.
We knew that there were two relevant ways audiences would interact with content from MALIBU, which was through a HUB series following a group of five 20 somethings around Europe & USA. Alongside HERO content which would stand as self contained content, but also compliment the HUB content if you were watching the series already.
Results: 10m video views (4% was organic reach compared to the industry benchmark of 2.5%)
765% increase in subscribers in week one, Total viewing time at 10 years plus, Video completion rate as high as 26%,
