Mike's Hard Lemonade: Mikehacks

This case study explains how Mike's Hard Lemonade, an American alcopop brand, created a campaign to connect with a millennial audience through 'mikehacking' a play on the trend of lifehacking.

Mike's Hard Lemonade: Mikehacks

Campaign Summary

This campaign set out to re-establish the brand revelancy. A long-time category leader and favorite, Mike's Hard Lemonade's popularity had fallen off and was failing to attract millennial drinkersover the course of the prior two years. The brand was facing stiff competition as well. To establish a stronger connection with this audience, it created the digitally-led "mike hacking" program, which was based around the popular trend of lifehacking. Across the board, digital engagement metrics beat client expectations. Though it had a minimal digital presence before 2014, the brand achieved increased traffic and higher-than-industry-standard responses,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands