A six-week programmatic campaign designed to amplify Campari's Carnival 2025 celebrations, drive visibility for branded events across the island, and re-engage audiences with post-event digital coverage. After prior challenges with restricted social content, the campaign leveraged programmatic display, video, and social display formats to expand reach beyond social media and reinforce Campari's Red Passion brand story throughout the Carnival season.
Campaign Duration: April 20 - June 2, 2025

Tactics:

• Social Display Ads: Repurposed social content into programmatic display units across premium websites and apps - preserving the familiar look and feel of social posts while extending reach beyond traditional platforms.
• Geo-Fenced Event Targeting: Served dynamic ads to patrons at Carnival events such as I Love Soca, Illuminate, Tailgate, RYTZ, and Xodus Remedy, as well as high-traffic nightlife and hospitality venues across Kingston, Ocho Rios, and Montego Bay.
• Branded Video and Display Ads: Reinforced Campari's "Red Passion" message across lifestyle and entertainment sites including Business Insider, The Guardian, CNN, and BuzzFeed.
• Native Ad Integration: Supported with short-form native placements ("Discover Campari - The heart of the world's most iconic cocktails") to boost upper-funnel awareness and drive engagement.

Results:
The campaign delivered 731,042 impressions, 2,527 clicks, and achieved a CTR of 0.35%, with an average visibility rate of 37.3%, nearly double the benchmark goal of 20%. Over 65,441 unique users were reached through geo-fencing and contextual targeting. Top-performing ad formats included social display (0.95% CTR) and social video (0.78% CTR), confirming strong user engagement with Campari's Carnival creatives. High-performing geo-fenced zones included Ribbiz Alt Lounge (1.42% CTR), Sky Dweller Ultra Lounge (1.38%), Marketplace Kingston (1.27%) and Timber Lounge, Portmore (3.92%), showing strong resonance with nightlife audiences in the heart of our cities, showing effective on-premise resonance with the brand's nightlife audience.

Outcome:
The campaign successfully restored Campari's digital visibility during Carnival, overcoming prior limitations on social platforms. By combining social display, geo-fenced event targeting, and lifestyle contextual placements, Campari achieved widespread reach, strong viewability, and meaningful engagement across its Carnival footprint - setting a benchmark for future seasonal activations and reinforcing its role as the spirit of celebration in Jamaica’s Carnival culture.