Vizeum: 3.2 million rewards for Vodka Cruising with millennials

You have to admit it. Working with a millennial audience is fun. You can go a little wild in your thinking, and if that hits the right note, millennials reward you with a lot!! of attention.

Vizeum must have basked in this after creating Vodka Cruiser’s branded content series with comedy trio, SketchShe. It rewarded Asahi with 3.2 million content views and a reach of 1.35 million Facebook users.

The series, VCTV, was given a leg-up by SketchShe’s 1.9 million followers, but it was also shot in high definition specifically for the Facebook Live platform. And the six-part Facebook live video series was a novel concept. The 15-30-minute show aired weekly at 8.00pm and addressed all things trending in 2016. It covered dating, careers, travel, food and summer fun.

The show encouraged fans to get involved, with SketchShe sharing comments, photos and hacks live – all in between guest interviews with industry movers and shakers.

Vizeum’s strategy was to humanise the brand. Millennials respond well to relevance rather hard sell and are engaged by two way communications better than one. The campaign also took into account their behavioural patterns, including mobile usage, demand for interactivity and the use of aspirational facilitators.

Asahi Group category manager of ready-to-drink and spirits, Virginia Woodger commented, “Our aim was to find out what our audience wanted, what their lifestyles encompass, what is important to them, what their idea of humour is and how as a brand we can embody that.

“Live video content represents higher organic engagement – Facebook Live offers the best opportunity for consumers to be exposed to the content both during live screenings as well as post-event.”

The series racked up some serious success stats – a Facebook brand research study identified an increase of 23% in campaign recall, and a 9% increase in brand favourability (versus a regional benchmark of 1.8 percent). Sales grew 9.3%

The campaign’s media was handled by Vizeum and production by The StoryLab.