Campaign details

Brand: Miller Genuine Draft
Lead Agency: Justpalm
Region: EMEA

Objective

To engage and drive sales amongst Miller Genuine Draft (MGD) Facebook fans through a buy 1 get 1 free (6 pack promotion). MGD had excess stock that they wanted to make use of. Considering that millennials are largely on social media and spend a lot of time online, MGD wanted to fulfil direct to consumer purchase leveraging millennials online behaviour. The campaign launched during the festive season, for the busy consumers this was more than convenient.

Target Audience

He is a male, aged 18-35. He's a young professional, an urban youth who's digitally savvy. He drinks occasionally, he's constantly busy and loves convenience.

Creative Strategy

Facebook was the ideal platform for targeting young millennials at their place of leisure on their mobile phones. Customers had to send a message to the MGD's Facebook Messenger bot that would guide them through the ordering process. Once the order was complete, we would deliver the MGD 6 packs to the customers location within 1 hour, the campaign went live in 3 regions Gauteng, Cape Town and Durban. This helped create interest amongst consumers, which resulted in followers converting into paying customers. The MGD Facebook bot delivered on convenience, delivering straight to the consumer.

Context