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L'obiettivo
In 2017 Heineken launched their own spirit-flavoured cider brand, Bling Pig. To celebrate this they introduced Instagram’s Lead Ads, providing a perfect, dynamic and presentable ad format to encourage social media users to register to receive a free drink sample at a participating bar.
La soluzione
Previously, Heineken had seen that form drop-offs were high. The lead ad format helped to counter this by dynamically pre-filling forms and when combined with lead ad syncing from Driftrock and Eagle Eye’s
coupon redemption solution, the powerful lead ad product was leveraged to drive an effective and unique coupon-based promotion campaign.
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I risultati
Using Driftrock and Eagle Eye technology, Heineken were able to close the loop on the customer journey, from online engagement to offline sales, re-marketing to those along the funnel.
- Over 1.7 million unique users were reached!
- Heineken saw a 7.8% redemption rate!
Heineken can now plan how they nurture the customers that have engaged with them on Instagram for Blind Pig Cider from this campaign for future campaigns.
“The most exciting part of the campaign was that we were able to accurately track online ads through to offline redemptions. Using Instagram Lead Ads meant we were engaging with our target market outside of the usual channels. We’re delighted with the performance and awareness Driftrock’s solution has driven.” - Matthew Rix (Category Activation Manager, Heineken)
