Case Study: Heineken achieves 4.8M reach and double-digit lifts in ad recall and message association with Facebook video ads

Delivering a social message with Facebook video ads

Heineken, the 155‑year‑old Dutch brewery sold in more than 190 countries, wanted to spread a “Drink Responsibly” message to over 40% of its target consumers more efficiently than before. The challenge was to deliver a clear social message that would resonate across markets, including Korea, and drive measurable lifts in awareness and message association.

Heineken ran a month‑long Facebook video campaign starring racing legend Sir Jackie Stewart, placing the core message in the first three seconds, adding Korean subtitles, and using a four‑phase demographic and retargeting strategy to maximize reach among 25–49 year‑olds. The campaign reached 4.8 million people (44% of target) and delivered over an 11‑point lift in ad recall and a 14‑point lift in message association, while improving perceptions of Heineken’s social responsibility.

Heineken

Mi-na Kang

Marketing Manager