An Undiluted ID-Free Targetting Solution

Client: Heineken

The ability to measure performance using technology that understands the intent of users, the meaning of the campaign, and the overall contextual environment in a brand-safe, privacy-first manner is critical for advertisers looking to futureproof against signal loss – beginning with - but not limited to cookies. So, when Heineken wanted to launch a new product exclusively in the off-trade market, with a focus on ROI, they partnered with Nano Interactive and Circana to create a bespoke tech solution as part of their campaign to identify key signals to reach their audience and overlay POS data to maximise impact and target areas of high opportunity.

Nano’s approach in collaboration with Circana is unique in producing and measuring both brand lift metrics – as well as performance, connecting the dots to in-store sales lifts, in an ID-free manner.

Results exceeded all targets with an ROI of £3.45 (almost three times the £1.25 benchmark) and a 2.7% sales uplift over the full measured period, which extended to a 1.2% sales uplift for the overall Fosters brand. An accompanying brand lift study also showed a drop in competitor brand perceptions among those exposed to the campaign, validating the campaign’s impact.