Carlsberg maximized brand presence in APAC for the “My Best Beer” launch.

Context of the campaign

Carlsberg, a global leader in the alcohol industry, aimed to maximize awareness and drive engagement for the launch of their “My Best Beer” campaign across the Asia-Pacific (APAC) region. The campaign focused on delivering high viewability, completion rates, and brand safety while engaging a targeted audience of adults aged 21 and over.

Innovative Activation Strategy

Carlsberg implemented a comprehensive strategy that included audience profiling and the exclusion of sports, kids, and gaming categories to ensure precise targeting among 18+ yo audiences. The campaign utilized regular preroll video ads with a clear focus on popular beer-drinking occasions and celebrations.

Engaging Experience

The campaign featured various ad formats designed to capture the audience’s attention and highlight Carlsberg’s product qualities:

• Regular Preroll Ads: Highlighted brand and product elements through compelling visuals.
• Creative Variants: Different videos showcased happy hour, football matches, and celebrations to resonate with diverse interests and video content categories through the use of a tailored contextual distribution mechanic.

A Resounding Success

The Carlsberg campaign achieved outstanding results, with a high CTR, exceptional viewability, and a strong completion rate. The cross-device strategy successfully optimized reach and engagement, particularly on mobile devices. The focus on popular categories such as music, movies, and celebrations resonated well with the target audience, driving substantial engagement.

This campaign underscores Carlsberg’s commitment to leveraging innovative digital marketing strategies to enhance brand engagement and reach. Developed by Dailymotion Advertising, the campaign allowed Carlsberg to test unique and innovative contextual targeting strategies. The partnership with Dailymotion and the thorough measurement of engagement metrics ensured that the campaign not only met but exceeded its objectives, reinforcing Carlsberg’s presence in the APAC market.