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Heineken

Heineken being a key sponsor of the UEFA Champions League capitalized on its presence to push its brand among loyal customers. Through a study, it was noted that most supporters of the league watched through their digital devices meaning that ad campaigns running through mainstream media were not conversant with them.

 

At least 8% of consumers followed the matches through mainstream media in 2018 and concurrently dropping to 3% in June 2019. Consequently, those watching digital channels increased from 12% to 14% representing 18million consumers. The company noted that most of these supporters were light consumers.

To reach a digital audience, the company opted for a direct-to-consumer initiative that offered deliveries to consumers within 60 minutes after ordering.

Heineken being a key sponsor of the UEFA Champions League capitalized on its presence to push its brand among loyal customers. Through a study, it was noted that most supporters of the league watched through their digital devices meaning that ad campaigns running through mainstream media were not conversant with them.

Heineken used the direct-to-consumer initiative to reach new consumers and concurrently increase penetration to new markets. Through their digital move, they learnt that digital users continue to grow, real-time deliveries increased convenience and that digital presence promotes mental availability of products. By being programmatic in applying digital tools, Heineken is steadily improving its individualized data-driven marketing.