BACARDÍ finds its way back to the young generation’s heart and drives effective results across every brand funnel metric
purchase intend exposed to campaign video ads (commercials and/or Snap Ads)
BACARDÍ wanted to update their brand image to get back in touch with individuals in their 20s in Germany by empowering them to __“Do what moves you”__. The brand positioned itself right in the heart of their culture and closer to their experienced moments of selecting a drink. Their Strategy: Maximum proximity to their audiences and their moments of choice. Snapchat was chosen as the only digital communication platform, due to its high target penetration in the 20s age group, its ad engagement varieties, and finally, the possibility for Snapchatters to experience their own personal moment of “Do what moves you”.
Their Solution: #1 Lens
The BACARDÍ Lens gave Snapchatters the opportunity to dive into the BACARDÍ summer feeling. By booking a R&F Lens, BACARDÍ was able to engage with their target group over a period of 10 weeks, reaching over 2.5 M Snapchatters (1). The combined playtime of their featured Lenses summed up to 3 years. (1)
Their Solution: #2 Snap Ads & Commercials
The provided video material was optimized to reflect Snapchat Best Practices by recutting horizontal videos and implementing the campaign slogan in every scene. To reach Snapchatters within different content experiences of the platform, the campaign combined the coverage of Snap Ads & Commercials (unskippable six second ad format).
Their Solution: #3 Filter
A variety of BACARDÍ Always-On Filters enabled Snapchatters to cover various moments of their choice by giving further context to their Snaps. BACARDÍ consequently became part of the conversation between friends. At several festivals, BACARDÍ made it possible for guests to send personalized greetings to their friends via Filter. Their ODG filter “Greetings from Parookaville” had an outstanding share rate of 24%. (1) Moreover, Bacardi expanded the festival period by using an “anticipation” & “See you next Year” Filter.
BACARDÍ managed to update the brand image and get closer to the young generation. The association of their brand message “Do what moves you” has been driven +13pts by Snapchat (2). Furthermore, the campaign increased the Purchase Intent of BACARDÍ by +8pts in the Age Group 18-20. (2) Through their overall marketing activities around “Do what moves you” BACARDÍ won back the market leadership in Germany.
- 2 Source: Kantar Brand Lift Results October 2019
- 1Source: Snap Inc. internal data July 15 - September 30, 2019