Heineken India’s first ever UGC campaign
The iconic green bottle is often perseived as an expensive beer to the end customer. With an eye to increase sales, the brand wanted to position itself as an ‘Everyday Beer’.
Everyone enjoys a beer in their own zone. Some grab a pint while watching a football game, while a few like partying, or relaxing in their garden with their pets along with a beer. Many even love picking up a book to read, or working while drinking a beer.
We realised that, to be able to come off as an ‘Everyday beer’, we’d have to bring a visual impact of creators subtly holding a bottle of Heinken, while doing whatever they enjoy doing.
By leveraging top creators, Pan India, to showcase Heinken as an everyday beer, the campaign results were amazing.
- The campaign created a buzz, where consumers continued the trend by posting organically even after the campaign ended.
- The brand recieved high quality User Generated Content.
- The globally used #ILoveHeineken hashtag was taken over by Indian creators
- There was a surge in consumers discovering Heinken in offline retail stores