Mike’s Hard Lemonade Scores Summertime Video Success

Goals

Mike’s Hard Lemonade partnered with Horizon Media and Amobee to reach and engage consumers with long and short form video content. The goal of the campaign was to increase brand association with relevant summer holidays like Memorial Day weekend and the 4th of July that would lead towards greater awareness and purchase consideration of the product.

82%

Video Completion Rate Long-form 2 minute video

86%

Video Completion Rate 15 & 30 second pre-roll

63%

Positive Sentiment Increase

Mike’s Hard Lemonade was able to drive extremely high video engagement among our target audience because of the timely insights and optimizations Amobee was able to provide using their Brand Intelligence platform.

Miles Marmo, Brand Experience Manager at Mike’s Hard Lemonade

Solution

The national campaign leveraged data and insights from Amobee Brand Intelligence to deliver both long-form and short form pre-roll video targeted against the top trending content categories of sports, food, drink and entertainment.

Amobee also day-parted the campaign towards happy hour goers between 3 and 8 p.m. to further influence the target audience to purchase Mike’s Hard Lemonade.

Mike’s Hard Lemonade Scores Summertime Video Success

Results

The insights-driven targeting for Mike’s Hard Lemonade generated positive results including a 63% increase in positive sentiment percentage from May to June and 86% video completion rate for the 15 and 30-second pre-roll units and 82% completion rate for the long-form video.

With the long-form video being 2 minutes in length, the high-performing completion rate proved the targeting strategy was effective and that the creative for Mike’s Hard Lemonade resonated extremely well among the target audience outperforming the industry standard by 8%.