Heineken | Beerwulf
// Summer BeerBQ Campaign
Full funnel campaign
Home Draught x Craft Beer
Ad-fatigue proof
The Issue?
First summer, trying to sell this combination of home-draught and craft beer. Market penetration and brand awareness was still very important.
We needed to combine a full funnel approach with a season that can be short in some countries, long in others.
The Solution?
After some brainstorm session with our counterparts at Meta we decided to leverage their Pitch, Play, Plunge ideology.
We would build material that could be edited into various formats from:
Upper funnel awareness
to Bottom funnel sales
Ideally also in various lengths depending on media consumption possibilities.
This resulted in a campaign that spanned over 8 countries and included a full funnel approach including:
Awareness focussed BBQ recipes (landing page and video)
Co-op promotions with Big Green Egg
Product category specific material
Beerstyle specific material
BBQ word play
and more..