On Monday, VeeV Açaí Spirit – a leading açaí superfruit liqueur brand in the ultra-premium spirits category – revealed the achievement of a major milestone worthy of a celebratory toast.
Having recently teamed with full-service ad agency, Slingshot, and leading independent mobile ad platform Millennial Media, VeeV launched its first mobile advertising campaign, which was a collaborative effort that advertised six different summer-themed VeeV cocktails, and uniquely used mobile to drive brand awareness and direct consumer engagement with the VeeV brand.
The mobile ad campaign was a stirring success, reveals the popular beverage label.
The mobile rich media campaign featured an expandable banner that displayed 6 different VeeV cocktails, ranging from an Açaí Mojito to Superfruit Sangria. When consumers clicked on the image of a particular cocktail, the creative displayed a recipe with instructions on how to make the drink. Consumers could then save the recipe to their mobile device and engage with the recipe at their own convenience.
Clickthrough rates for the campaign were more than double industry averages. The rich media creative unit was expanded over 29,000 times and all six featured cocktails generated strong consumer interaction rates.
“Mobile provided us an entirely new medium to reach and engage with our connected, on-the-go consumers,” said Carter Reum, Co-Founder at VeeV. “Our campaign provided users a unique way to discover and share the variety of VeeV cocktails, and allowed us to increase awareness and ownership of being the premium, essential brand for summer and superfruit cocktails.”
The ads ran cross platform, across all major Smartphone operating systems, and appeared on entertainment, music and lifestyle sites.
“VeeV and Slingshot created a campaign with smart targeting parameters, and a message that resonated with on the go, engaged mobile consumers in the summer months,” said Marcus Startzel, SVP, Sales at Millennial Media. “Advertisers like VeeV are driving ROI and seeing true success with mobile, and it is always great to be able to tell that story.”
