TBG developed a global relationship with Heineken by building engaging experiences, scaling the right audiences and measuring fan value

1. Developing a global,
Social Media relationship
© 2012 TBG Digital

2. What’s the story?
© 2012 TBG Digital

3. TBG Digital has developed a global
relationship with Heineken across
29 local markets, sharing learnings to
ensure efficiencies at scale
© 2012 TBG Digital

4. What did we do?
© 2012 TBG Digital

5. Building engaging experiences
TBG Digital has created multiple touchpoints
that has helped Heineken recruit fans that
are engaged and brand advocates
For example, the Heineken Music Matcher
app was built around a passion center of
Heineken customers, Music. Here fans recruited their
friends to interact with the brand in this award-winning app
© 2012 TBG Digital

6. Scaling the right audiences
TBG started working with Heineken in Europe with an
app-based campaign that delivered 100K fans in 4 days.
Heineken quickly shared this success amongst other
territories who wanted to launch similar campaigns
By sharing the metrics from each campaign, supported by
local territory knowledge from other clients, TBG now
manages Facebook media in over 29 countries world-
wide, from Jamaica to Vietnam, including the UK and US
© 2012 TBG Digital

7. Measuring the real value of connections
TBG helped Heineken measure their brand strength and
customer value via a multi-lingual survey on Facebook
Almost 12,000 surveys were completed
across 6 countries targeting fans, non-
fans and friends of fans
Learnings included the percentage of fans that would
recommend Heineken to a friend, compared to non-fans
© 2012 TBG Digital

8. What were the results?
© 2012 TBG Digital

9. 4,000,000
engaging fans delivered
in 14 months
© 2012 TBG Digital
Case period: February 2011 to June 2012