Lelentle Legalatladi is a media account director and strategist at iProspect South Africa, a partner agency of the global firm Dentsu, which works on the marketing strategies of some of South Africa's biggest beverage brands.

How might a beer brand encapsulate the feeling of a music festival through a smartphone? For Corona, connecting customers to its annual Sunsets Festival World Tour meant finding a creative, innovative way to meet both beer and music lovers where they're at.

We were tasked with achieving Corona's marketing goals for the Cape Town leg of the festival in South Africa -- one of the brand's most important annual promotional events.

We derived three main objectives for its marketing strategy: Awareness of the festival, awareness of the Corona brand, and promoting ticket sales. Here's how we reached more than five million viewers.

The first step was finding the most suitable platform to engage with music lovers and festival goers. We also had to be mindful of the fact that some short-form video platforms do not allow alcohol advertising, which steered us to platforms that not only allow alcohol marketing but the ability to create "swipeable content" - a driver of ticket sales.

This led us to experiment with advertising formats that would drive both reach and demand, while also keeping costs low.

We knew that Corona was keen to try something different to its previously-used strategy centred around long-form video. We started by A/B testing a number of different ad lengths and formats to see what worked best: For example, we were able to use a horizontal format for the video with YouTube Shorts, which piqued our interest, but not with bumper ads.

The reach and engagement of this particular creative was higher on Shorts than on bumper or in-stream ads, which led us to run a predominantly short-form campaign.