Asahi has created a branded content series for Vodka Cruiser that's been shot in high definition specifically for the Facebook Live platform.
The resulting 15-30-minute show has aired weekly at 8.00pm, and embodied the Vodka Cruiser brand essence of ‘discovering your spirit’, Asahi said.
The series has so far reached 1.35 million Facebook users and has had 3.2 million views, and has resulted in a 9.3 percent uplift in sales - triple that of forecast growth, according to the company.
The series, called Vodka Cruiser TV, sees the beverage giant partnering with comedy trio troupe SketchShe in the six-part series that addressed “all things trending in 2016” including dating, careers, travel, food and summer fun.
“The campaign resulted in some impressive tangibles including,” Asahi said, “proving that this new approach to advertising is certainly effective”.
Asahi partnered with Vizeum Australia to create a category-first campaign to drive users back on brand.
Established in 2000, Vodka Cruiser is the leading ready-to-drink of its kind. The challenge, according to Asahi, was that younger drinkers were leaving pre-mixes behind for more grown up tastes.
Asahi Group category manager of Ready-To-Drink and Spirits Virginia Woodger said the collaboration was formed to ensure Vodka Cruiser remained in touch with its consumers.
“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,” she said.
“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.”
