Miller Genuine Draft: Fresh Take

Miller Genuine Draft (MGD), a beer brand, increased sales and consumer engagement by launching a campaign that allowed South African consumers to order their packs of beer through a Facebook chatbot and have it delivered in the hour.

Campaign details

Brand: Miller Genuine DraftLead Agency: JustpalmRegion: EMEA

Objective

To engage and drive sales amongst Miller Genuine Draft (MGD) Facebook fans through a buy 1 get 1 free (6 pack promotion). MGD had excess stock that they wanted to make use of. Considering that millennials are largely on social media and spend a lot of time online, MGD wanted to fulfil direct to consumer purchase leveraging millennials online behaviour. The campaign launched during the festive season, for the busy consumers this was more than convenient.

Target Audience

He is a male, aged 18-35. He's...

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