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,...