CASE STUDY: LOOK Magazine Puts Malibu At The Heart of Summer
Provided by Time Inc. UK
A 'Style Up Your Summer' campaign put Malibu front of mind for fashion lovers in summer through print, online and competitions
What was the Challenge / Background of the Campaign?
Malibu wanted to raise the brands profile through association with a fashion brand and drive awareness and footfall to the Malibu FB page and Malibutique events.
What was the Campaign Objective?
To put Malibu at the heart of summer by raising the brand's profile and encouraging fashion lovers and young women to engage with it's content, social media pages and events.
What was the Solution?
The 'Style Up Your Summer' campaign put Malibu at the heart of a great summer by giving readers the inside track on the latest fashion and beauty trends, the coolest cocktails to be seen drinking and the hottest places to go. All of this was brought to them by bloggers - the newest players in the fashion industry - and their favourite magazine.
A mini-mag launched the partnership in June. Content included: tips, beauty trends, cocktail recipes, Malibutique promotion, vouchers, A-Z summer guide.
What were the Results?
IMPACT OF CAMPAIGN: 6 in 10 rated the campaign as excellent/good. Inspiring and up-to-date fashion & beauty content made the campaign memorable to over half of readers
AWARENESS: 44% increase in Malibu ad awareness
BRAND PERCEPTION: 46% uplift in people saying they love Malibu with fashion-conscious readers 56% more likely to say 'Malibu is a brand for someone like me' and there was a 60% uplift in association between Malibu and fashion
What were the Key Learnings of this Campaign?
LOOK's readers and Malibu's target audience were a perfect match. These are young women who love going out with their friends, dancing, drinking cocktails and take all their summer style inspiration from their favourite magazine and the coolest blogs around. Our campaign demonstrated to this audience that Malibu complimented their lifestyle and was a fashionable choice. Nearly 1/3 said campaign made them want to find out more about Malibu whilst an impressive 89% were more likely to say they would definitely purchase Malibu.