COLLABORATE
Molson Coors was seeking to build brand familiarity for their beer SOL and encourage Canadians to ‘grab a SOL’ while enjoying summer activities. With Canadians turning to us for the summer forecast, and half of our users drinking beer in the past 6 months*, Molson Coors partnered with Pelmorex to develop an audience-centric campaign utilizing the power of weather.
ACTIVATE
A high-impact campaign was developed to highlight the sunny and fun personality of SOL and connect it with the summer activities Canadians were enjoying across the country.
The campaign successfully:
– Inspired with summer patio custom content
– Drove clicks to content via social media and digital ads
– Grabbed user attention with weather-relevant storytelling and weather-triggered creative
– Engaged the target market via custom audience segmentation
ELEVATE
The target audience embraced the fun and engaging personality of SOL and the campaign content delivered great results across all metrics, including:
– 5M+ total digital ad impressions
– 442K+ social impressions on Facebook content drove 6.3K+ clicks to custom articles
– 0.42% CTR on custom articles-more than 3x benchmark
– Top performing promotional drivers to content delivered a 0.32% average CTR (Avg: 0.15%)
