A dynamic placement strategy for a convention-breaking campaign.
For the launch of Heineken’s occasion-based strategy in the alcohol-free segment, we developed a tactical, dynamic digital approach. By creating thousands of micropersonas, we were able to automatically combine visuals and copy to serve each user the most appropriate ad at the perfect time. The result was a strong launch that helped Heineken 0.0 become the fastest growing label in the Heineken portfolio.