Heineken: Foster's Shandy
How Circana partnership drive incremental sales and 3x ROI benchmark for Foster's Shandy
178% ROI above KPI goal
Objective
The Heineken company, in partnership with Nano and Circana launched a campaign for Fosters Shandy, combining intent targeting with point-of-sale data.
Nano used Circana’s ProScores insights to inform planning based on sales propensity at a geo level with distribution, market share and category trends. To optimise delivery to areas in the UK with qualified sales opportunities, this data was layered onto Nano’s vertical insights food and drink category plus its Intent Personas segment for “alcohol drinkers”.
Using ProScores also enabled Heineken to measure direct response without the need for cookies, other IDs, or any form of user profiling.
Results
- £3.45 ROI, almost 3x the benchmark of £1.25
- A 2.7% sales uplift over the full measured period which extended to a 1.2% sales uplift on the total Fosters brand.
- An accompanying brand lift study showed a drop in competitor brand perceptions among those exposed to the campaign, validating the campaign’s impact.
“We've activated Nano’s technology on several campaigns, combining their Intent Personas with point of sale data. We've been able to measure ROI without the reliance of cookies, IDs or other people-based tracking methods.
With this being a new product launch exclusively in the off-trade, it was important for us to report back on ROI, and we saw great results for Foster’s Shandy!”
— Dan Glynn, Programmatic Lead, Heineken