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Best Influencer Marketing Campaign

PRovoke Sabre Awards – 2020

Heineken

Heineken’s Singaporean Holiday Campaign Earned a 15% Engagement Rate

"Their knowledge of influencer media was incredibly helpful in driving towards a successful campaign for our client: Heineken." - Benjamin Lee - Head Of Digital And Social Strategy At Tribal Worldwide

15%

Engagement Rate

700,000

Impressions

103

Pieces of Content
Client
Heineken
Location
Singapore, Singapore
Industry
FMCG
Yearly revenue
22 bln
Client
Heineken
Location
Singapore, Singapore
Industry
FMCG
Yearly revenue
22 bln
Social networks activated for this campaign

Background

Looking to go big over the holiday season, Heineken designed a holiday gimmick to bring joy and Heineken cheer. On the surface the campaign was centered on a branded holiday wrapping paper that would be enjoyed by Heineken loyalists and enthusiasts; however, it was so much more than that. On the back side of the wrapping paper were QR codes and details on how to redeem free Heineken products at local retailers.

Strategy

To bring this campaign to life, Heineken needed a team of influential Heineken loyalists/enthusiasts. We identified 19 partners in their key market who created 103 pieces of highly enviable content. These posts explained the fun and the benefits that the holiday wrapping paper promotion was bringing to the holiday season. But most importantly, they clarified the steps needed to get the wrapping paper and redeem free Heineken.

Offer Distribution

User clicks on content with a CTA to save the offer

Landing page offer

Users can add the offer to their mobile wallet

Offer on device

Direct-to-consumer communication & conversion tracking is enabled

Push notifications

User gets notifications in real time

"Their knowledge of influencer media was incredibly helpful in driving towards a successful campaign for our client: Heineken."

BENJAMIN LEE - HEAD OF DIGITAL AND SOCIAL STRATEGY AT TRIBAL WORLDWIDE
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19
Influencers
700,000
Impressions
Reach
Engagements
195,000
ROI

The influencers truly outdid themselves bringing the Heineken Holiday Campaign to life earning 700K impressions. Beyond awareness, the program inspired Heineken loyalists as proven by the 15% engagement rate. The best part? The brand secured a 1 year license to leverage this amazing content on their owned social channels and website.

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Client
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Client
Heineken
Location
Singapore, Singapore
Industry
FMCG
Yearly revenue
22 bln

Background

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The influencers truly outdid themselves bringing the Heineken Holiday Campaign to life earning 700K impressions. Beyond awareness, the program inspired Heineken loyalists as proven by the 15% engagement rate. The best part? The brand secured a 1 year license to leverage this amazing content on their owned social channels and website.

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