#ShopMalibu Marketing Strategy Case Study & Insights

Vivid Candi Case Study

#ShopMalibu

We created a successful resurgence campaign bringing together the 5 major shopping centers of Malibu for the first time following the Woolsey Fires, to invigorate locals and tourists to shop, play and eat in beautiful Malibu, CA.

700+ Malibu homes were lost and businesses also suffered tremendously due to the devastating California Woolsey Fire. Businesses lost an average of 40% in revenue. Vivid Candi created and implemented a 3-pronged strategy — digital, print and PR — to bring mass awareness toward resurging tourism and local commerce, coined #ShopMalibu.

Key Highlights

Grew #shopmalibu hashtag from 25 to 2.5k+

How we did it: Consistently shared the #shopmalibu hashtag, made sure all influencers we worked with used #shopmalibu

Full page print ad on 2 different local magazines

How we did it: We researched and negotiated the best print ad opportunities. Decided to go with a full-page print ad in Malibu Magazine & 805 Living. This was a recurring full-page print ad. We consistently designed the full-page print ad for every issue for 6 months. Designed a coastal map showing where people can shop, play, dine, and enjoy the 21 miles of scenic beauty that Malibu has to offer.

Viral video

How we did it: We shot and edited an all drone view of every beach in Malibu. The video went viral to nearly 70k LA residents in under 2 weeks, got shared to 1.1 million people on @DiscoverLA, and had 250+ personal shares. In August ’19, our #ShopMalibu viral video hit 70k+ views with 250+ shares after seeding it with a small paid budget. We tripled the views we paid for organically thanks to all the shares. Video also ran numerous times each day in hotel rooms and other locations throughout Los Angeles. These ads ran 30x per day for 15 seconds each time.