AD CATALYST CASE STUDY
Beverages Marketing Success Story: Corona Light and Horizon Drives Awareness and Builds Brand Online
Overview
Corona Light, part of the Crown Imports family, is one of
America’s leading light beers, and the first imported beer to
sell more than one million cases in its first full year of
distribution. The flagship Corona brand, Corona Extra, enjoys
wide brand recognition, but Corona Light struggled with
awareness as its own brand identity. Corona Light teamed up
with their agency of record, Horizon Media, Ad Week and Ad
Age’s agency of the year, to create an innovative campaign
driving users to Facebook to make Corona Light the most
“liked” light beer in America. Corona Light and Horizon both
wanted real-time brand metrics to assess the effectiveness of
the campaign against consumer awareness.
COMPANY
Corona Light, with Horizon Media
CAMPAIGN
Drive Facebook “likes” for Corona
Light to increase awareness for the
brand as a distinct identity
BRANDING
OBJECTIVE
Campaign Awareness
Solution
Corona Light and Horizon turned to Vizu’s Ad Catalyst solution to get a
real-time understanding of the brand-building effectiveness of their
Facebook “likes” campaign, and its performance against the primary
marketing objective – awareness. Vizu’s Ad Catalyst solution is the
leading choice of brands, agencies, and publishers to measure and
optimize the effectiveness of online brand advertising campaigns across
a broad array of industry sectors, including Beverages and Alcohol.
Results
Corona Light and Horizon leveraged Vizu’s real-time Ad Catalyst solution to
measure and optimize Brand Lift in awareness while the campaign was still
running, and maximize the ROI of the campaign. Specifically, Corona Light and
Horizon used Ad Catalyst to:
CAMPAIGN
AWARENESS
BRAND LIFT
> Review creative, site, frequency, and lifetime performance in real-time
> Identify and optimize towards the best performing creatives that were
driving the highest Brand Lift, increasing the brand-building effectiveness of
the campaign. High-impact creatives, such as video and pre-roll rich media,
drove 4x and 3x the overall campaign lift, respectively
103.7%
LIFT
10.7%
> Drive an overall 103.7% lift in campaign awareness
> At the end of the campaign, Corona Light’s fan base had grown by over 10x
5.3%
“Vizu's technology platform gives us the real-time brand data
needed to get the most out of our online advertising spend.”
– Joanne Coleman, Media Director, Crown Imports LLC
Not Exposed
to Advertising
Exposed to
Advertising
Effective Online Brand Advertising for Food
and Beverage Products
The online medium and social media can be very powerful tools
to build awareness for and promote consumable goods. At the
end of the day, however, the same rules apply – advertisers
need to prove these tactics are driving the desired result, Brand
Lift, as opposed to direct response metrics such as clickthrough
rate, in order to justify continued investment. Leveraging the
same Brand Lift measurements used in the offline world, food
and beverage marketers can take advantage of a unique aspect
of the online medium to maximize their return on advertising
spend – the availability of real-time brand performance data on
the overall campaign, and on the creative, placement, and
frequency levels driving that performance. In the absence of
this key data, millions of dollars can be wasted because
advertisers are spending in the wrong places or on the wrong
creative executions. True measurement techniques to assess
and optimize the effectiveness of ad campaigns – leveraging
social media to build a distinct brand identity, for example –
have proven elusive for the industry. Until now.
“Unlike custom research studies, Vizu allows us to make real-time
media optimizations based on our clients objectives, enabling us to
maximize the value of our media buys while they are still in-market.”
- Neal Lucey, VP Brand Group Director, Horizon Media
Key Takeaways
> Key attributes of online food and beverage
campaigns lend themselves to certain sites
and creative units
> Branding efforts, such as driving awareness,
must be measured against appropriate
Brand Lift metrics. Direct response metrics
such as clickthrough rate are irrelevant.
> Real-time data on campaign effectiveness is
key to optimizing branding campaigns to
ensure they deliver desired results.
Vizu Ad Catalyst
Vizu Ad Catalyst is the first real-time campaign
measurement and optimization solution that
allows brand advertisers to quickly and costeffectively improve the performance of their
brand advertising campaigns, increasing
effective media spend and maximizing the value
of their advertising investment.
Leveraging an intuitive dashboard, advertisers
can measure and optimize the performance of a
campaign against its primary marketing
objective in real-time. The performance of the
key components driving overall Brand Lift –
creative, targeting, and frequency – are also
highlighted, providing opportunities to improve
campaign performance. Ad Catalyst, part of
Vizu’s Brand Advertising Effectiveness Platform,
can be used as a stand-alone or in conjunction
with Audience Incite, the industry’s first realtime audience characterization solution.
Vizu’s Brand Advertising Effectiveness Platform
Brand advertising effectiveness simplified – reach the right people, influence their opinion. Vizu Corporation
(www.brandlift.com) provides an enterprise technology platform that allows our customers to do just that, and is utilized by
leading brands, agencies, DSP’s, ad networks, and publishers to optimize the effectiveness of their brand building efforts.
The Vizu platform supports the measurement and optimization of all key processes in the advertising lifecycle, from
audience profiling to campaign measurement and benchmarking.
Optimizing Brand Lift and Growing Sales with Vizu
Vizu Corporation | www.brandlift.com | sales@vizu.com | 415.362.8498 | San Francisco, New York, Chicago, Los Angeles