Circana partnership drives brand awareness, incremental sales and strong ROI for Heineken
Case Study
“We’re really pleased with the results we saw off the back of this activation with Nano & Circana. This was our first test with Nano using their ID-Free Intent based solution and although the main aim of the campaign was delivering awareness, we wanted to see the impact of programmatic advertising from a short-term sales perspective.
The results from Circana/Nano have been amazing especially considering the Cruzcampo is in its first year in the UK, and this is something we’re keen to build into future strategies going forward!”
Objective
Nano and Circana created a test campaign with leading premium drinks brand, the Heineken Company, to strengthen brand awareness and market penetration as well as increase consumer consideration for Cruzcampo as a newcomer beer brand in the UK.
Nano used ProScores insights to inform planning based on sales propensity at a Geo level with distribution, market share and category trends. This data was then layered onto Nano’s ‘food and drink’ vertical insights category plus its intent persona segment for ‘alcohol drinker’ in order to optimise delivery to areas in the UK with qualified sales opportunities for the Cruzcampo brand.
Results
Using this granular level of insights planning, the campaign saw uplifts across core brand metrics including a further 48% increase in positive sentiment for those who recalled the ad, with nearly all of those who recalled the ad having a positive opinion.
The ROI achieved in this campaign, which exceeded the set benchmark (43%), is a critical marker showing profitability for media investment in the brand overall.
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