Miller Genuine Draft Mbali Chatbot

Miller Genuine Draft (MGD), a beer brand, reached 1.6 million on Facebook and received over R25,000 worth of orders without using any above-the-line promotion and minimal digital spend in South Africa.

Campaign details

Brand: MillerLead Agency: JustPalmRegion: EMEA

Strategy

Objective

To sell to this consumer during the festive season, MGD requested a novel and unconventional strategy to reach, engage and drive purchase of Miller Genuine Draft in a way that is convenient and not disruptive to their bustling lifestyles. The business problem that the campaign aimed to solve was the decline in sales that Miller Genuine Draft (MGD) experienced. With this problem in mind, the objective was to provide a fresh take and delivery for the young, urban, go-getter who has the world at their finger...

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