Case Study: Heineken improves media mix optimisation with AudienceProject cross-media measurement

Heineken improves cross-media brand awareness lift with AudienceProject

Heineken, a leading global brewer, partnered with the vendor AudienceProject to measure the effectiveness of a cross-media campaign for the launch of their new Strongbow Ultra cider. Their challenge was to understand how channels like Meta, YouTube, and linear TV compared and complemented each other in reaching and impacting a younger audience, in order to identify potential media mix optimizations for future campaigns.

AudienceProject implemented a cross-media measurement study for Heineken, providing insights into total and incremental reach and brand impact across individual and combined channels. The results showed a significant lift in brand awareness from exposure on TV and Meta, both individually and together. This data allowed Heineken to reassess their media investments and informed them that digital platforms play an important role in reaching younger consumers, leading to greater advertising efficiencies.

Heineken