On Facebook, the best performing video posts reached between 94,651 and 137,223 people. The campaign was also covered by 14 print and online press articles and visible on billboards across Malta. A total of over 9,000 minutes of campaign videos were viewed over the course of the campaign.
The Drinkawaremalta 2019 campaign was a call-to-action inviting everyone who intended to enjoy the festive season with alcohol to keep their minds focused on what really makes a happy festive season: health, family and friends. It was centered around hard-hitting messages aimed at prompting the reader to stop and think about the possible consequences of alcohol abuse.
The campaign reached 25.5 million people across the five markets with 2300% uplift in awareness of DrinkIQ. The average YouTube View Through Rate was 30% and episodes posted on Facebook achieved over 1.8 million post engagements and 49 million followers.