Corona Extra: La Vida Mas Fina
Corona Extra teamed up with legendary entertainer and fine life ambassador Snoop Dogg to announce limited-edition Snoop Cans. As media support we launched a tactical e-commerce interscroller campaign including a SmartCommerce link driving to Target and Total Wine & More.
The geo-strategy was to focus on Click to Cart states within certain states and target weight impressions around high volume stores based on store level POS data and utilize data to weigh impressions around stores with highest demand. The audience strategy was to focus on verified category buyers, both Target and Total Wine shoppers.
Interscoller Campaign Takeways – Engagement was high and the creative resonated with shoppers. While the Corona brand had high awareness, the engagement helped led to an increase in consideration. Focusing on reaching verified category buyers around key store locations helped drove offline sales/units at Target at a considerable rate. Constellation Brands Corona Cans Interscoller digital creatives are exceeded benchmarks. Users were hovering more frequently and users were spending more time dwelling on-page.
Corona Family Holiday Campaign
Objective:
Drive consideration and conversion of Corona Family products, including Corona Extra, Corona Premier, and Corona Hard Seltzer, during the holiday season.
Overview:
This integrated marketing campaign utilized programmatic mobile display ads (Ogury) and influencer-led social media campaigns (Acorn) to target consumers of key retailers. The campaign focused on driving awareness and encouraging consumers to add Corona products to their carts through platforms like Instacart, 7Now, and Drizly.
Key Details:
Campaign Period:
Ogury: 12/1/21 – 1/1/22
Acorn: 12/2/21 – 12/31/22
Retailers Included:
Ogury: King Soopers, 7-Eleven, Kroger, Walmart, Instacart, 7Now, Drizly
Acorn: ABSCO, Kroger, 7-Eleven, Instacart
Metrics Measured: Impressions, click-through rate, add-to-cart (ATC) return on ad spend (ROAS)
Results:
Delivered 87K total engagements, surpassing the 50-80K projection.
Campaign impressions and clicks skewed older (ages 45-54 accounted for 43% of impressions and 47% of clicks).
Influencer efforts drove strong engagement with females, who represented 58% of impressions and 59% of clicks.
Achieved a $5.25 ATC ROAS, aligning with industry benchmarks of $4-$14.
Generated 2M impressions through social media, leveraging 21 pieces of content for awareness and intent to purchase.
Insights:
Static image content outperformed video, although video drove a 5% higher CTR.
Female influencers were instrumental in expanding the market to female beer and seltzer drinkers.
Campaign assets have strong potential for reuse in future campaigns.
This campaign successfully combined digital media and influencer marketing to drive engagement and sales, setting the stage for continued growth in key consumer segments.
