Challenge

Our task was to launch MALIBU Sunshine, a limited edition rum that shimmers like the Caribbean sun.

Solution

We created an iOS & Android mobile app that that enabled users to add sunshine to any photo, and turn them into fun GIF animations that they could share on Facebook, Twitter and Tumblr.

Activity

We collaborated with Vogue photographer Cass Bird to find the right filter for the Malibu Sun Lens app, which she used to create a short animated film inspiring MALIBU drinkers to use the app. GIFs shared with MALIBU were featured on the brand’s website and Facebook page and sequenced to a soundtrack by the band Rizzle Kicks. We then created a shareable video using the best GIFs. Alongside a traditional online advertising campaign, we also partnered with social influencers to test, use and create awareness of the app on social media, blogs and mobile app review sites. Additionally, MALIBU used the Sun Lens app as a tool to engage with consumers at events.

Results

Awareness and engagement with the app was exceptionally high for a branded utility app. There were 80,000 app downloads, with 250 reviews awarding a rating of 4.5 out of 5. Over 15,000 GIFs were shared with us on MALIBU social channels and tens of thousands more were shared with friends. There were 1.2 million views of video content featuring the Sun Lens app and we saw 65,000 new MALIBU Facebook fans as a direct result. Most importantly, sales of MALIBU Sunshine Edition were significantly higher in the markets that activated the Sun Lens app. So much so, that MALIBU Sunshine is now a permanent flavour in the Malibu portfolio.