Objective

MADLY set out to win Gen Z attention by reclaiming wine’s place in the party conversation. At a time when headlines suggested Gen Z was turning away from alcohol or defaulting to spirits and seltzers, our objective was to reposition MADLY as the bold-flavored, high-ABV drink Gen Z craves when they want to create an unforgettable night.

Our idea was simple but powerful: crown MADLY as the drink that rules the party. We aimed to drive both awareness and consideration by showing MADLY not as a passive background beverage, but as an active catalyst for social moments, such as fueling the pregame, amplifying the peak of the night, and keeping the energy going long after the first pour.

Our specific goals were to:

• Reach Gen Z audiences where they already spend time on Instagram and TikTok
• Establish MADLY as the go-to wine for parties, celebrations, and summer nights
• Drive strong video engagement and view-through rates, proving resonance beyond surface-level impressions

Success for the campaign meant cultural relevance, and we set out to make MADLY feel like a natural part and obvious choice for Gen Z parties.

Strategy

To bring this idea to life, we activated nano to micro creators on Instagram and TikTok in key metropolitan areas and college towns. Rather than relying on polished, overly branded content, we leaned into trend-driven, creator-first storytelling that felt native to Gen Z feeds.

The strategy centered on three creative pillars, each mapping to a different phase of the night:

1. Get Ready With Me (GRWM): Creators showcased MADLY as the drink that kicks off the night, integrating naturally as outfits were chosen, makeup was polished, and plans were locked in. This positioned MADLY as the signal that the party was officially starting.
2. Crowning Moments: These videos captured the peak of the night, with creators surrounded by their crew or owning the dance floor. MADLY was portrayed as the drink of choice for confident, unforgettable moments, reinforcing its bold personality and social status.
3. Pass the MADLY: To keep the energy going, creators incorporated interactive games and prompts into their content, encouraging participation and repeat engagement. This pillar extended watch time and made MADLY feel like a shared experience, not just a product.

One of our key challenges was balancing Gen Z’s demand for authenticity with brand and category constraints. We overcame this challenge by giving creators clear guardrails while entrusting them to interpret the concept in their own voice—resulting in content that felt real, relevant, and highly engaging.

What made this work unique was how seamlessly MADLY was woven into real social rituals. Instead of interrupting the party, MADLY became part of it.

Results

The campaign exceeded expectations across every major performance metric, proving that MADLY’s bold positioning resonated deeply with Gen Z audiences.

In total, the campaign delivered 4.9 million impressions, significantly expanding awareness in key Gen Z markets. Video engagement far surpassed benchmarks, with 726,000 video views (250% above goal), demonstrating that audiences weren’t just scrolling past the content, but actively watching it. An organic view rate of 48.4% (121% above goal) further validated that the storytelling felt native and compelling without relying solely on paid amplification.

These results directly aligned with our objectives: driving awareness, sparking consideration, and repositioning MADLY as a party-first wine brand. The strong organic performance signaled cultural relevance, while the scale achieved through organic and paid ensured meaningful reach among our target audience.

We consider this effort a success because it generated engagement and also shifted perception. MADLY emerged as a bold, high-energy choice designed to rule the night.

Media