Heineken, a long-time partner of UEFA Champions League, aimed to leverage the tournament’s excitement in 2024 to boost product awareness and drive purchases. With Footprints AI’s advanced retail media platform, Heineken connected with football fans in both online and in-store environments.
Key Highlights:
- Challenge: In 2024, Heineken aimed touse its UEFA Champions League partnership to boost product awareness and drive conversionsin a crowded retail space. The goal was to engage shoppers at the First Momentof Truth (FMOT) - the critical point when they consider a product in-store. To stand out and drive purchases, Heineken needed a strategy that combined brand visibility with incentives, leveraging data-driven insights and precise targeting across both online and in-store channels.
- Solution: Footprints AI executed an omnichannel retail media campaign across 586 locations in 288 cities. The campaign integrated UEFA-themed promotions, including a prize system for Heineken purchases. Using predictive AI and shopper behavior data, the campaign delivered hyper-personalized ads via in-store digital screens, radio, and online platforms. By aligning media placements with high-foot-traffic moments and optimizing messaging in real-time, Heineken achieved maximum impact during key purchasing moments.
- Results: The campaign delivered exceptional results, including a 138.6% ROI on ad recall, outperforming other media channels. Advanced analytics provided unique customer behavior insights, helping Heineken optimize promotional reach and track conversions. These insights not only boosted awareness and engagement but also informed future strategies for sustained success.
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