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Media case study / South Africa
MILLER
GENUINE DRAFT.
Making a global brand repositioning feel local. The campaign brought “It’s Our Time. It’s Miller Time” into the social moments of South African adults.
The challenge
A GLOBAL MESSAGE.
A LOCAL REASON TO CARE.
After a period of limited brand activity, Miller Genuine Draft needed to clarify what it stood for and reconnect with consumers. The brief was to make the global repositioning relevant in South Africa.
The audience
Adults aged 18 to 35 in township and urban environments, balancing work, study and personal responsibilities with time to socialise.
The occasion
The transition from the working day into the evening. The campaign focused on the opportunity to refresh and unwind with friends between 16:00 and 19:00.
The approach
IT’S OUR TIME.
IT’S MILLER TIME.
Local nuance connected the global message with the pressures on consumers’ time and budgets. The media plan used social, display and video to build visibility around the brand’s evening social occasion.
01 / Social
Facebook & Instagram
Social activity carried the brand message and supported interaction with the campaign.
02 / Display
Google Display Network
Display placements extended the campaign across online environments.
03 / Video
YouTube
Bumper and TrueView formats brought the repositioning into video viewing moments.
Final campaign report
THE CAMPAIGN.
BY THE NUMBERS.
24.3M
Impressions
15.9M
Viewable impressions
863,824
Engagements / views
55,475
Clicks
Impressions, viewable impressions and clicks exceeded the final report’s planned benchmarks. Engagements/views and cumulative reach finished below plan.
View the reported plan and delivery
| Metric | Planned | Delivered |
|---|---|---|
| Impressions | 17,535,040 | 24,311,515 |
| Viewable impressions | 13,151,280 | 15,891,943 |
| Cumulative reach* | 15,735,400 | 14,624,031 |
| Engagements / views | 1,446,640 | 863,824 |
| Clicks | 55,000 | 55,475 |
*Cumulative reach is the sum of weekly reach, not a unique audience count. Figures use the final pacing table in the campaign report.
Source: final campaign pacing table, slide 12 of the supplied Robust Marketing case-study presentation. Headline impression figures are rounded. Engagements/views remain the combined metric used in the report.
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