Malibu #TheCoconutChallenge Influencer Marketing Campaign

IMA teamed up with Malibu once again to inspire everyone to participate in #TheCoconutChallenge this summer and join the fun!

It all started when Malibu decided to bring the 2010’s viral song “Da Coconut Nut” back to life in 2020. The brand collaborated with DJ Dillon Francis to create a remix of “Da Coconut Nut”, and IMA developed and executed a global influencer strategy to amplify exposure.

The professional choreographer @mattsteffanina (3.7M followers) created a dance routine especially for the challenge, and other six influencers were invited to replicate the dance moves, giving it their own twist on how to bring it to life. The influencers promoted #TheCoconutChallenge on their social media, reaching broad and niche audiences, and encourage their community to tag along for a chance to be featured on the final music video.

The campaign ran from August to September on Instagram, Youtube, Facebook and Twitter, ensuring the content resonated well with the relevant audience on all corners of social media.

Check out the final music video and all the fun content from the influencers who took part in this campaign: Hannah Stocking, Matt Steffanina, Ashley Banjo, Fleur East, Johnny and Neka, Shannon Mustipher and Chad Whittington.