Heineken: How Heineken, Facebook and CreativeX paved new ways into creative effectiveness

Sander Bosch, Maria Pavlov, Claire Rawnsley

Heineken, a beer brand, launched a campaign to better understand how creative contributed to brand success.

Campaign details

Brand: HeinekenBrand owner: Heineken N.VLead agency: Facebook, CreativeXCountry: GlobalIndustries: Beer & ciderMedia channels: Social mediaBudget: 0k

Executive summary

  • Origin | Despite Creative being the #1 influence on campaign performance marketers still have little understanding of how Creative contributes to brand success. Heineken— one of the Top 100 Best Global Brands—understands powerful creativity and storytelling drives their status as a leader in consumer goods.
  • Goals |Heineken wanted to build an objective framework to measure its creative effectiveness cross-market across more than 300 subsidiaries by...

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