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Case Study: Cruzcampo Cruzial achieves 6.5 points of extra reach among 18-45s with Facebook mobile video ads
A Facebook Case Study
Serving a new brew with mobile Facebook video ads
Heineken Spain launched Cruzcampo Cruzial, a premium lager aimed at younger drinkers, and wanted to know whether shifting some TV budget to Facebook could boost reach and efficiency. The challenge was to complement a large TV campaign and engage hard-to-reach, high-value audiences—especially people aged 18–45—on mobile.
Heineken adapted TV spots for mobile (shorter, square, effective without sound, strong first 3 seconds), used Facebook’s reach-and-frequency buying and measured impact with Kantar. Facebook ads delivered a powerful complement to TV: +6.5 points extra reach among 18–45 households, 25% of Facebook impressions were incremental to TV, 50% went to lighter TV viewers, and a higher share reached frequent beer buyers and households aged 35–49—proving Facebook improved the campaign’s effectiveness and efficiency.
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Cruzcampo Cruzial
Jesús Ramírez Lara
Head of Brand Communications & eCommerce