Case Study: Heineken achieves record brand equity and market-share gains with Facebook Live

Heineken - Customer Case Study

Heineken Taiwan, the country's most popular imported beer since 1990, wanted to stay relevant with younger consumers by reinforcing its long-standing connection to music. The brand’s challenge was to increase brand value and preference among 18–34-year-old music lovers by creating a fresh, engaging concert experience beyond traditional events.

Heineken ran a multi-screen “Live Your Music” campaign on Facebook Live (three 30-minute concerts with local celebrities), supported by global music videos, branded photo ads, event ads targeting 18–34s, and replay links. The campaign delivered a record 8.66 brand equity score, a 4% sales increase year-on-year, a 100-basis-point market share gain in three months, a 10-point lift in brand recall, and was named a Heineken global best practice.

Heineken

Pauline Liao

Marketing Director