Social / Digital / Search
My partner and I were lead creatives on Malibu social/digital for a year with the goal of bringing their summer fun vibes to millennials in a relevant, targeted way (here is an article in Digiday about our approach). We started with Spring Break, targeting that most neglected of fruity cocktail drinkers, the bro.
Society likes to clown on men who like delicious, fruity drinks, and that's just wrong. We wanted to give these dudes the confidence to drink the drinks they love by giving them something to rally around—#Malibros. A highly shareable anthem video, a Jersey Shore influencer, and a whole lot of sweet, sweet Malibro swag led to 10.6 MM impressions and a 58.10% video completion rate (compared to industry average of 10-15% for videos > 50 sec) over the course of the three-week long campaign.
Agency: 360i
ACD/Copywriter: Me
ACD/Art Director: Greg Dalbey
Copywriter: Erika Yost
Art Director: Caitlin Harsch
GCD: Aileen Calderon
CCO: Pierre Lipton