In the ever-changing realm of digital marketing, brands must continuously innovate to connect with consumers effectively. Recently, Corona, the world-famous Mexican lager owned by Anheuser-Busch InBev, has pivoted from its established long-form video approach to adopting a more modern short-form content strategy. This significant shift came in the context of promoting the Cape Town leg of its Sunsets Festival World Tour, illustrating a keen awareness of evolving audience preferences.
To achieve its marketing goals, Corona partnered with iProspect South Africa, a subsidiary of Dentsu, to design a targeted campaign on YouTube. The campaign aimed not only to raise awareness about the festival but also to stimulate ticket sales. The focus on short-form video content, specifically using YouTube Shorts, was a strategic choice influenced by the content consumption trends popularized by platforms like TikTok. The results were impressive: a video completion rate of 21.2% and an astounding 1.3 million views, a clear indicator of the effectiveness of this new approach.
The need to adapt the content strategy stemmed from research which indicated that short-form video is particularly effective in engaging younger consumers. The campaign’s diverse ad formats, including bumper ads and TrueView advertisements, were tailored to align seamlessly with the audience’s journey. The shorter, punchier content served to create immediate awareness, while TrueView ads offered a more in-depth look at the festival experience. By diversifying ad styles, Corona maximized its reach and potential impact.
At the core of the campaign was an effective use of visual storytelling elements that connected deeply with the intended audience. The visuals were bathed in soft colors, complemented by a soundtrack designed to evoke feelings of community and relaxation. Featuring prominent local artists such as Majozi and Msaki, Corona aligned itself not only with the sunsets but also with the vibrant culture of South Africa, ensuring that the campaign resonated on a personal level with potential festival-goers.
YouTube’s recent enhancements, such as the addition of a website visit goal in YouTube Studio, are critical for advertisers like Corona. These features enable marketers to track the effectiveness of their campaigns more accurately, ensuring that investments yield tangible results. The capability to position campaigns alongside trending Shorts provides advertisers with the opportunity to engage audiences where engagement is at its peak.
Corona’s transition to a short-form video strategy exemplifies the brand’s commitment to staying relevant in a rapidly changing digital environment. By effectively utilizing platforms that resonate with younger audiences and leveraging innovative ad formats, Corona is not just promoting a product — it’s crafting an experience. This agile approach to marketing could very well be a playbook for other brands seeking to enhance their visibility and consumer engagement in an increasingly competitive landscape. As consumer preferences continue to evolve, staying connected through relevant and engaging content will be vital for brand longevity.