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Developing a global,Social Media relationship

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TBG developed a global relationship with Heineken by building engaging experiences, scaling the right audiences and measuring fan value

TBG developed a global relationship with Heineken by building engaging experiences, scaling the right audiences and measuring fan value

Published in: Business, Technology

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  • 1. Developing a global,Social Media relationship© 2012 TBG Digital
  • 2. What’s the story?© 2012 TBG Digital
  • 3. TBG Digital has developed a global relationship with Heineken across 29 local markets, sharing learnings to ensure efficiencies at scale© 2012 TBG Digital
  • 4. What did we do?© 2012 TBG Digital
  • 5. Building engaging experiences TBG Digital has created multiple touchpoints that has helped Heineken recruit fans that are engaged and brand advocates For example, the Heineken Music Matcher app was built around a passion center of Heineken customers, Music. Here fans recruited their friends to interact with the brand in this award-winning app© 2012 TBG Digital
  • 6. Scaling the right audiences TBG started working with Heineken in Europe with an app-based campaign that delivered 100K fans in 4 days. Heineken quickly shared this success amongst other territories who wanted to launch similar campaigns By sharing the metrics from each campaign, supported by local territory knowledge from other clients, TBG now manages Facebook media in over 29 countries world- wide, from Jamaica to Vietnam, including the UK and US© 2012 TBG Digital
  • 7. Measuring the real value of connections TBG helped Heineken measure their brand strength and customer value via a multi-lingual survey on Facebook Almost 12,000 surveys were completed across 6 countries targeting fans, non- fans and friends of fans Learnings included the percentage of fans that would recommend Heineken to a friend, compared to non-fans© 2012 TBG Digital
  • 8. What were the results?© 2012 TBG Digital
  • 9. 4,000,000 engaging fans delivered in 14 months© 2012 TBG Digital Case period: February 2011 to June 2012