Heineken Adv 420 Final Presentation on Digital Marketing Strategy

1. HEINEKEN
BY JOSH KOHN
ADV 420

2. SOCIAL MEDIA SCHEME
-Continue targeting different subgroups of target audience
-Social media needs to be strictly targeted to young adults and older folks
-Use campaign hashtags:
-Focus on bigger social media platforms
- i.e. Facebook, Twitter, and YouTube
-Begin using Pinterest & Snapchat for better digital
marketing presence

3. INTERNET MARKETING STRATEGY
-Strategy: Use Inbound Marketing &
Content Marketing
-Hashtags
-Keywords
-CRMs
-Personalization
-Social Monitoring
-Outcome:
-Drives Web Traffic
-Attracts Strangers
-More Brand Loyal Customers

4. CURRENT MOBILE STRATEGIES
-Website layout is not as appealing on
mobile, without major features from
desktop website such as campaigns
and tab pages
Desktop layout:
Mobile layout:

5. SUGGESTED MOBILE STRATEGIES
-Need to update campaigns to current Heineken campaigns
-Update with more promotions and coupons through social media
-Promotions through email
subscriptions and central
mobile app
-Location-specific
messages
-Time-sensitive
messages

6. METRICS
How to assess the effectiveness of Heineken’s campaigns
-Click-Through Rate (CTR)
-ROI
-Brand recall
Heineken product
placement from
James Bond’s
Skyfall

7. BUDGET
2015 budget:
-“30% of its spending on digital, up 20% from last year” (E.J.
Schultz from Ad Age).
-”Heineken spent $150 million on measured media last year”
(E.J. Schultz from Ad Age).
Suggested 2016 budget:
-Based on 2015 numbers, budget should be $200 million for
digital strategies for ensured brand growth
-Digital marketing is the future for a brands’ success

8. TARGET AUDIENCE
Suggested
-Males & Females
-Ages 21 to 75
-Specific campaigns that appeal
to target audience subgroups
-i.e. Soccer sports fans
-i.e. Retired consumers
who still drink beer
Currently
-Males & Females (Ages 21 to 50)
-Sports fans
-Socializers/Partiers
-Middle to upper class
-Educated Individuals

9. UNIQUE SELLING PROPOSITION
-A top quality beer
-Premium-imported beer of the
world
-Uses ad messages to show
Heineken is the world’s most
popular international beer brand

10. BIG IDEA
-Use Guerrilla Marketing tactics
-Cheap method of advertising
-Easy to market towards target
audience in specific places
-Generates easy word-to-mouth
-Promote social marketing
tactics in ad messages
-i.e. Don’t Drink & Drive