MADLY summer creator campaign

MADLY wanted to build awareness and consideration among the Gen Z audience described in Linqia’s case study. The positioning emphasized bold flavors and the wine’s place in social occasions. Linqia’s approach used recognizable content styles to put the product into situations creators could portray, from getting ready for a night out to group celebrations and games. The source frames this as a summer-focused creator campaign.

Linqia activated nano and micro Instagram creators in metropolitan areas and college towns. Content followed three creative pillars: Get Ready With Me, showing the start of a social occasion; Crowning Moments, featuring creators with their friends; and Pass the MADLY, using interactive games within creator content. These formats supplied different ways to show the brand while staying within trend-driven social storytelling. Distribution included both organic activity and paid promotion, though the public page does not break out every component.

Linqia reports 4.9M total impressions and 726K video views, with an organic view rate of 48.4%. The agency describes the video-view result as 250% of goal and the organic view rate as 121% of goal. Those figures support a reported media-performance account, rather than a demonstrated sales effect. The source identifies the creative pillars, creator tiers and channels, but does not disclose a paid-versus-organic impression split, purchase conversion or independent verification of the results.