Social Media Marketing Case Study - Heineken International
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Social media marketing program created by SocialMedia8 for Heineken International, earning massive attention and engaging 5 million people in 12 markets. Discover more cases at http://www.socialmedia8.com/#/cases/caseoverview1
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Social Media Marketing Case Study - Heineken International
- 2. CASE STUDY Heineken International – KnowTheSigns CLIENT Heineken International CAMPAIGN KnowTheSigns LAUNCH October 2008 CATEGORY Fast Moving Consumer Goods AGENCY SocialMedia8
- 3. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS CHALLENGE Our challenge was to create awareness for alcohol over-consumption and to position Heineken as a socially responsible brand in a lighthearted way, among a male target audience in 12 markets.
- 4. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS STRATEGY Insights: our targets drink one too many during their nights out with friends. Friends do not like to discuss this topic so we need to create a conversation starter. Social networks are the place where our targets plan their night out, and share their photos afterwards.
- 5. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS CONCEPT In KnowTheSigns we created an entertainment concept in which 5 crazy archetypes starred in a viral video and a social network widget. Next we created social network pages as platform to ignite engagement, participation, user interactions and peer advocacy.
- 6. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS USE OF MEDIA The viral video and widget were unleashed by both natural and paid seeding into blogs, over 100 video sharing portals and social networks like Facebook, Netlog and MySpace. In phase 2 we launched a MSN page take-over in 12 markets.
- 7. CHALLENGE STRATEGY CONCEPT USE OF MEDIA RESULTS RESULTS KnowTheSigns was a big hit. The campaign reached over 5 million targets online, attracted over 1 million site visitors and created 150.000 hours of active brand engagement and over 5.000 positive consumer reviews. The brand tracking study by MetrixLab showed a lift in prompt awareness and likeability of +11%, within the exposed target audience.
- 8. CONNECT TO Igor Beuker Peter Hazenberg Founder Chief Commercial Officer www.socialmedia8.com www.socialmedia8.com