The alcohol brand Segura Viudas decided to increase its engagement with consumers online by creating a unique personalized campaign on Facebook.
The '#CaptionedByCava' campaign video was posted on the brand's account, and asked people to post their photos in the comments and receive a personalized caption by the brand. Using humor and pop culture references, the #CaptionedByCava campaign was able to enhance its social media presence and engage with consumers directly in a way that they are able to relate to. The campaign was highly successful, generating 1,212,526 impressions and reaching over one million unique people in the 32 hours that it was running.
Segura Viudas' #CaptionedByCava campaign was able to take advantage of the way people, particularly Millennials, use social media – all in a way that was relatively simple, yet highly targeted.