Person in an orange polka-dot top holding a mojito with mint, ice, a lime wedge and a striped straw in both hands
Submitted by TRIBEAgency IPI Score 32/100

Bacardi #MojitoMoment Instagram UGC and Digital OOH

Influencer Marketing

TRIBE supplied Instagram content from micro-influencers for Bacardi's #MojitoMoment, which OMD Create placed on digital OOH panels in Australia, and TRIBE reports a +14% sales uplift.

+14%Sales Uplift
+20%Summer Growth YoY
1.5MMojitos Served

Case in 60 seconds

Bacardi research found that the first drink of the night was decided only minutes before a consumer ordered it, so the brand needed to put the Bacardi Mojito in front of drinkers before they reached the bar rather than at it.

The campaign turns on timing rather than reach, because a drink choice made in a short window before ordering can be shaped by content placed near the bar, and the page frames content made by consumers as the creative most likely to engage other consumers.

Bacardi set out to establish the #MojitoMoment as a first drink of the night ritual, using content from micro-influencers as the creative for outdoor media rather than producing a separate brand advertisement.

Working under OMD Create, Bacardi enlisted 60 TRIBE micro-influencers to post their #MojitoMoment in-feed on Instagram as it was happening. OMD bought the rights to 70 pieces and placed them on digital OOH panels near the bars that TRIBE campaign analytics, sales data and location data identified as most influential in each city.

TRIBE reports 160+ pieces of content from micro-influencers within one week, a 14% sales uplift and a 20% summer performance growth YoY, while Marketing Director Jonathan Sully is quoted on serving over 1.5 million mojitos this summer.

Strategy Breakdown

Consumers choosing their first drink of the night, reached on the way to bars rather than inside them, with content gathered from venues around Melbourne, Sydney, Brisbane and Perth.
Bacardi positioned the Mojito as the first drink of the night, so the brand's role was to set a ritual for the start of an evening rather than compete for attention once a patron was already at the bar.
The page reports that the first drink of the night is decided shortly before ordering, so the brand aimed to turn that drink into a planned, conscious choice made before the consumer reached the bar.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • OMD Create (lead agency)
  • TRIBE (platform partner)

Participation mechanic

  • Micro-influencers shared their #MojitoMoment on Instagram in-feed as it was happening, and the content shown on outdoor panels was intended to encourage other consumers to share their own #MojitoMoments.

Results & Evidence

MetricValue
Sales Uplift14% sales uplift
Summer Growth YoY+20%
Mojitos Servedover 1.5M mojitos
Content Pieces160+ pieces of content
Micro-Influencers60 micro-influencers
Licensed Content70 pieces

Why TRIBE's strategy worked

  1. 1

    Content placed close to the point of decision can work on a choice made in a short window, because the page links panels near bars to the moment a drinker picks a first drink rather than to general awareness.

  2. 2

    Licensing creator posts for outdoor media turns social output into broadcast creative, so one round of creator production served both Instagram and the digital OOH panels rather than requiring a separate shoot.

  3. 3

    Choosing panel sites from campaign analytics combined with sales and location data ties the media plan to where drinks are bought, which the page credits with identifying the most influential bars in each city.

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