CASE STUDY: Bacardi Brand Engagement Campaign
Identify the Problem:
As a performance-based marketing agency traditionally focused on sales metrics, we challenged ourselves to step outside our comfort zone.
Partnering with a video production company (Rocker media), we took on Bacardi’s campaign with a fresh perspective: prioritizing brand engagement over direct sales.
Our challenge was to create an engaging campaign around Game Day celebrations while maintaining measurable performance indicators.
The KPI’s that were give to us to hit were as follows:
Methodology:
We developed a comprehensive digital strategy that combined:
- Dual-platform social media approach (Instagram and TikTok)
- Split-funnel landing page optimization
- Partnership with a video production company
- Strategic retail integration with major retailers
Process:
Working alongside our video production partners, we executed a coordinated campaign across both platforms, optimizing for maximum engagement and reach while maintaining cost efficiency.
We implemented a sophisticated split-funnel approach where traffic was equally distributed between Checkers Sixty60 and Pick n Pay online platforms.
The landing page was optimized to seamlessly direct users to their preferred retail platform, enhancing the user experience while maintaining tracking capabilities.
[Original KPI targets shown in the image above were not only met but exceeded across both platforms]
Achievements:
Our initial targets focused on achieving strong engagement metrics across both Instagram and TikTok platforms:
Instagram Goals vs Achievement:
Impressions: 3M target → 6,412,241 achieved (214%)
Reach: 1M target → 1,449,502 achieved (145%)
Clicks: 24K target → 37,230 achieved (155%)
TikTok Goals vs Achievement:
Impressions: 3M target → 3,640,988 achieved (121%)
Reach: 1M target → 1,037,251 achieved (104%)
Clicks: 24K target → 325,578 achieved (1,357%)
CTR: 1% target → 8.94% achieved (894%)
Takeaway
This campaign demonstrates our ability to adapt and excel beyond our traditional performance-based approach. By significantly exceeding engagement targets while utilizing less than the allocated budget, we proved that our data-driven methodology can deliver exceptional results across different marketing objectives.
Key Highlights:
- Exceeded 8 out of 8 primary KPIs
- Delivered over 10 million combined impressions
- Generated nearly 363,000 total clicks
- Achieved remarkable efficiency, delivering results under budget
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