In 2012 Malibu asked us to look at how they might create more engagement with their most loyal Facebook fans to create a deeper, more valuable relationship for both parties. Our answer was Malibu VIP - a Facebook app that combined three key things that appealed to out target group: snackable editorial content, gaming and status-based rewards. The app was packed full of content such as drinks recipes, style articles, games and giveaways with exclusive partners Fake Bake, Heat, ghd and Models Own. Each time a Malibu fan interacted with the app on Facebook, they got VIP points. The more they interacted, the more content, potential prizes and real-life VIP treatment at Malibu events they could receive.
Malibu VIP landing page
10% of all Malibu fans signed up, consuming over 200,000 pieces of content and delivering more than 3m organic impressions - with no paid promotion. In an independent study for the Millward Brown Fan Index Malibu VIP achieved 120 out of 120 – the highest a brand can possibly score - compared to the average brand Facebook score of 100. Engaged Malibu VIP members were 18% more likely to purchase Malibu. The app was a finalist in the 2012 International Content Marketing Awards - Best Digital Content Solution of the Year.