This case study explains how Heineken measured purchase behavior after a 20-week campaign promoting Heineken Original, Heineken Silver, and Heineken 0.0 across 11 markets. The campaign used bulletins, digital posters, kiosks, transit shelters, video panels, digital walls, and other street-level formats, generating 1.7 billion impressions. Test-versus-control measurement found an 8% overall sales lift, 4.34 times the category benchmark, and $3.8 million in incremental purchases across 11.3 million reached households. Sales increased 25.6% among category non-buyers and 19.8% among brand switchers. Exposed consumers were also 20% more likely to make a first purchase, with 30% buying within one week and half within three weeks.

Join for free to read