DCO Case Study: CPG

Heineken Scores Engagement And Conversion Goals
With Jivox

5 years and counting

Uplift in Engagement

Expanding markets

Cost Savings

Kick Off

Heineken had taken over the title of the Official Beer Partner of UEFA EURO 2020 for the first time. The brand had a clear objective: to make Heineken the beer of choice throughout the tournament.

To drive a strong association between Heineken and EURO 2020, it was imperative to drive content that provided value to football fans and piqued their interest.

The tournament ran for an entire month, with 11 host cities staging the 51 matches. So with the aim to have message-relevant creative for every match across multiple channels, there was a need to collaborate with a partner who had the capability to deliver personalization at scale.

Enter Jivox.

Personalizing Heineken’s Euro 2020 Creatives Led To Refreshing Improvements In Performance

versus the brand’s benchmarks from previous campaigns

67%
22%

Unbottling The Strategy

The Heineken EURO 2020 campaign personalized ads by showing a relevant beer bottle based on the countries playing in the next match and sharing the kickoff time to drive engagement and sales.

This was powered by contextual triggers such as day of the week & time of the day. Heineken used a football match schedule that included the start and end times to activate or pause the relevant ad creative.

The brand then tested multiple calls to action for making a purchase of Heineken that allowed them to claim their free gift. The jersey vs football creatives were rotated to see what resonated more with viewers.

Using Jivox platform’s creative automation, data-driven decisioning, and omnichannel delivery, these ads were created on the fly in multiple sizes for programmatic display, Facebook, and Instagram, with multiple dynamic elements changing in real-time and in sync with the developments of the football matches.

Unbottling The Strategy

The Heineken EURO 2020 campaign personalized ads by showing a relevant beer bottle based on the countries playing in the next match and sharing the kickoff time to drive engagement and sales.

This was powered by contextual triggers such as day of the week & time of the day. Heineken used a football match schedule that included the start and end times to activate or pause the relevant ad creative.

The brand then tested multiple calls to action for making a purchase of Heineken that allowed them to claim their free gift. The jersey vs football creatives were rotated to see what resonated more with viewers.

Using Jivox platform’s creative automation, data-driven decisioning, and omnichannel delivery, these ads were created on the fly in multiple sizes for programmatic display, Facebook, and Instagram, with multiple dynamic elements changing in real-time and in sync with the developments of the football matches.

Personalization at scale

In addition to the sheer volume of variations produced, Heineken also needed to achieve marketing agility. This meant creating ads quickly for matches in the knockout phase of the tournament that addressed an unpredictable element: creating ads for the qualifying teams in a matter of hours.

With a simplified production workflow based on a single flexible master, Jivox offered a 95% decrease in creative production costs versus the cost if each creative variation had been built separately.

CHANNELS

Channels

DYNAMIC ELEMENTS

Dynamic elements

DATA TRIGGERS

Data triggers

Optimize Your Data Strategy For Personalization

TALK TO AN EXPERT

This shows that being brand and content relevant at crucial moments will drive greater reaction from consumers. We need to think about how to engage with the right message at such moments, because one size does not fit all.

Gemma Goh, Heineken Asia Pacific Breweries Singapore