Heineken | The-SUB
// Black Friday E-commerce campaign
1 Global Team
6 Sales areas (UK, NL, DE, IT, ES)
Market penetration
The Issue?
The-SUB was a start-up within a big corporate (Heineken). Our goal was to gain market penetration as soon as possible, while optimizing unit economics on the way there.
The product still faced some negative repercussions from it’s predecessor, which was pulled of the market a decade earlier.
Home-draught appliances were a category to be reintroduced, the fastest way there was to leverage big gifting moments and sports events.
Because we were operating this as lean as possible, we needed to be very smart and agile on product distribution between the main areas, as well as find the perfect balance between the two main levers that impacted our CPA: Discount and Media spend.
The Solution?
As campaign manager I decided to start with a very modular campaign setup. Meaning:
Agile media budget distribution
Lots, and I mean lots of A/B testing
Assets that could be altered last minute, in-house
Trying a lot of CRO practices (‘Last unit sold x ago’, countdowns, extensions, etc.)
In this situation we formed a daily cross-functional team that would operate out of our “war-room”.
At this time, changing assets daily in Meta platform and hyper-targeting was still proving to be very beneficial.
It also meant we needed to be very close to customer-service and logistics on a daily base.
This Black Friday campaign almost totaled our entire units sold up to date that year.