Case Study: Desperados achieves higher ad recall and 55% lower cost per recall with Instagram Reels

Desperados - Customer Case Study

Desperados, the beer brand from Grupa Żywiec (part of Heineken), aimed to raise brand awareness and boost ad recall among young adults in Poland while launching a new equity campaign during a challenging period.

They ran short, attention-grabbing Instagram Reels ads in feed and Stories, tested creative variations, and optimized for impact, measuring results with a brand lift study versus other placements. The campaign delivered a 5‑point lift in ad recall (8.1 points for 18–24 year olds), twice the lift of other placements, and a 55% lower cost per ad recall.

Desperados

Michał Kacner

Junior Brand Manager