Heineken’s new Valentine’s Day campaign, “The Serenade”, shows how to build a sense of fun and excitement around a brand, while appealing to a wide audience and encouraging consumer-to-consumer engagement.
This Valentine’s Day, Heineken is giving consumers the chance to personalize video-serenades to send out to their Facebook friends. Cyril Charzat, Senior Director of the Global Heineken Brand, explains, “The Serenade is designed to take some of the stress out of asking a partner to go on a date. It’s fun, interactive and guaranteed to make an impression”. Heineken follows the footsteps of brands like 17 and Maggi, in encouraging consumer-to-consumer engagement around a brand, through the use of an innovative social media campaign.
WaveMetrix social media monitoring can reveal that the campaign is creating positive discussion amongst its target market, young adult males, who find it “awesome” and who are prompted to discuss their “love” of Heineken beer. The campaign is also appealing to women, who find it “funny”, “refreshing” and say it “gives men no excuse to be dateless” this Valentine’s Day. The campaign is encouraging beer-fans to make links with Heineken’s fun, exciting and cool brand values, while also driving consumer-to-consumer engagement around the brand in the lead up to Valentine’s Day.
‘The Serenade’ is driving positive online discussion amongst men, while still managing to appeal to women:
- Most discussion comes from men and is highly positive: Men discuss the “awesome” campaign and are prompted to share their “love” of the “smooth” and “tastey” Heineken beer. Neutral sentiment is driven by informative posts and re-tweets about the campaign, where no opinion is given. Only a very small minority of consumers are negative- complaining that the campaign is “annoying” and that the song in the advert “sucks"
- Females are engaging less than men, but the large majority are positive: They find the campaign “fun” and “refreshing”, saying the serenades made them “blush” and claiming it gives men “no excuse to be dateless”
Consumers are linking Heineken with its cool, exciting and expert brand values:
- Consumers associate Heineken with its cool and exciting brand values: Consumers find the campaign "awesome" and are driven to view Heineken as a "cool" brand. The campaign successfully creates a sense of excitement and anticipation amongst fans
- Consumers are also driven to associate Heineken with expertise: They discuss how Heineken is the "best beer in the world"
- Others link the campaign with Heineken's fun brand value: They find "The Serenade" Facebook app "orginal" and "so much fun"
Comments
I've no idea how I/my computer just managed that, but that comment just arrived at completely the wrong article, and twice, just to rub it in my face...
Can a push into a new market truly alienate an old one even with no change to the original product range? Facebook seems to suggest a .22 net gain in “sentiment” but whether or not this will result in a similar increase in net sales is a different question. Given that people replace their deodorant probably every one-two months, I would expect a gradual shift -if any- over the coming weeks. Unilever, of course, also own Dove: perhaps brand perceptions are mutually exclusive but I wonder if the Lynx Her range will affect that brand’s deodorant sales…
Can a push into a new market truly alienate an old one even with no change to the original product range? Facebook seems to suggest a .22 net gain in “sentiment” but whether or not this will result in a similar increase in net sales is a different question. Given that people replace their deodorant probably every one-two months, I would expect a gradual shift -if any- over the coming weeks. Unilever, of course, also own Dove: perhaps brand perceptions are mutually exclusive but I wonder if the Lynx Her range will affect that brand’s deodorant sales…
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