Heineken

When Heineken ran an intricate IRL ad campaign on multiple formats in multiple cities with multiple operators to support its Heineken Original, Heineken Silver, and Heineken 0.0 varieties, the brand wanted to measure its success in hard numbers.

That’s why OUTFRONT joined forces with leading third-party measurement providers Circana and Reveal Mobile to track campaign exposure and link it to subsequent purchases. Together, we found strong sales lift driven by household penetration that reached and influenced category non-buyers and brand switchers alike.

Markets:
The campaign ran throughout the summer in New Jersey, Orlando, and Miami on digital bulletins as well as on bus shelters in Miami. Heineken combined OOH with digital, social, and local radio to maximize the impact of each.

Media Used:
Bulletins, Digital Bulletins, Digital Posters, Street-Level Screens (Digital Kiosks, Transit Shelters, Video Urban Panels), Digital Walls

Measurement Period:
20 weeks

Methodology:
Test vs. Control

Total Impressions:
1.7 billion

• Sales lifted by 8.0% overall, a rise 4.34x the category benchmark


• The campaign reached 11.3M households, who made $3.8M in incremental purchases.


• 11.7% of households exposed purchased the products, vs. 2.6% for the control group.


• Category Non-Buyers’ sales lift of 25.6% outpaced Category Buyers’ sales lift of 6.7%.


• Those exposed were 20% more likely to purchase for the first time.


• 19.8% sales lift among brand switchers, who accounted for 28%*.


• 52% of category buyers were new to brand; 75% of new buyers were brand switchers.


• 30% bought within one week; 50% in three**.