Zero-alcohol beer has been gaining popularity in the global beverage market, and Brazil is no exception. According to Euromonitor International, consumption of the beverage in Brazil has tripled in the last four years and could reach 1 billion liters by 2027. The search for a healthier lifestyle is one of the main factors that lead young people to consume non-alcoholic beers.
To attract new consumers, large beverage companies are innovating, as is the case with Heinekena traditional Dutch brewery popular in the country. With a presence at major events such as Rock in Rio, The Town and CCXP, the brand’s non-alcoholic version, Heineken 0.0is arousing the curiosity of consumers accustomed to traditional beer. The brand also stands out at sporting events, such as Formula 1, through marketing actions such as Heineken Village. This immersive space offers an experience that goes beyond racing, including concerts, games and other interactive activities.
“The consumption of zero-alcohol beer is not limited to people who do not drink alcohol, but, above all, to those who do not want to consume alcohol on certain occasions, adopting responsible consumption behavior. This is called personalization, and that is why we work to develop an incomparable zero-alcohol beer, which is the leader in sales in Brazil. The brand prioritizes the experience of its consumers and invests in this model in different environments, formats and activations. Heineken Village is an example of this model, which offers interaction and synergy between the consumer and the brand”, says Fernanda Saboya, Director of Consumer Connections at Heineken.
To optimize the performance of Heineken Village creatives in Brazil, the company turned to artificial intelligence. Using the platform Vidmobwhich uses data analytics to improve marketing performance, Heineken achieved a 58% increase in the effectiveness of videos promoting the event on Instagram and Facebook.
The effectiveness of the campaigns is measured by the results of the videos before and after the platform’s content optimization. The campaign, consisting of four videos, reduced the cost per thousand impressions (CPM) by 58.1% and the cost per click (CPC) fell by 14.9%, thanks to insights AI. Vidmob analyzes ads frame by frame, identifying elements such as the presence of people, facial expressions, objects, colors, environments (indoors or outdoors) and texts. This data is cross-referenced with information from media platforms to provide the company with valuable guidance.
For Heineken, the platform identified that elements such as the race track and extensive text in the first few seconds of videos negatively affected user retention. The recommendation was to prioritize creatives with less text, only displaying ‘Heineken Village’ on the screen, which showed better results. In addition, aerial images of the racetrack proved effective in increasing user retention and interactions, especially in the feed. Vidmob suggested more direct messages, providing information on the dates, address and how to get to the event. In stories, the recommendation was to bring the aerial image forward to the beginning of the video.
The presence of women was also an important factor in increasing retention and interactions, especially in stories. The platform suggested showing people in concert venues, zip lines and bars in both stories and feeds. With these strategies, Heineken 0.0 not only attracted new consumers, but also reinforced its commitment to innovative, efficient marketing aligned with consumer trends.
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