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AudienceProject measurement helps Heineken reassess their media investments to reach and impact their audiences more effectively

Advertiser case

Client

Heineken is the world's most international brewer and the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local, and speciality beers and ciders.

Problem

For the launch of Strongbow Ultra – a new cider with lower calories and natural flavourings designed for younger consumers – Heineken ran a cross-media campaign across Meta, YouTube and linear TV to drive brand awareness of the product.

Heineken wanted to understand how the channels compared and complemented each other in terms of reaching and impacting their audience to identify potential media mix optimisations for future campaigns.

Solution

Heineken partnered with AudienceProject to run a cross-media measurement study that gave the brewer insight into the total and incremental reach of their campaign as well as the brand impact generated by the individual channels and the channels combined.

In addition, the study provided Heineken with insights into which channels were the most efficient at reaching and impacting their audience.

Outcome

0

lift in brand awareness with exposure on TV

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lift in brand awareness with exposure on Meta

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lift in brand awareness with exposure on TV and Meta

With the cross-media measurement study, Heineken was able to look at their campaign performance holistically and identify media mix optimisations for future campaigns.

Heineken learned that TV and digital work very well together, informing the brewer that digital platforms play an important role in AV-heavy plans, especially when trying to reach and impact younger consumers.

Words from our client

We saw amazing results from AudienceProject's cross-media measurement that have significantly informed the planning of our future campaigns. We were able to clearly see the value in digital platforms and how they can add incrementality to our AV plans, which has allowed us to reassess our media investments to reach and impact our audiences more effectively.

Jimmy Hughes Social Media Lead, The HEINEKEN Company

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