AI Case Study
Heineken invests in more engaging marketing material with machine vision and machine learning
Heineken has leveraged RealEyes technology to maximise ROI in marketing. In selecting between full episodes and shorter trailers for their commercials, they tested 11 episodes and gathered emotional reaction data through machine vision from over 4.200 viewers across 3 key target markets: Spain, US and Australia. Data revealed that the concept was far more engaging within the episodic content and thus Heineken's media partner, AOL, focused on developing and promoting the full episodes. The results were 2x click-throughs, 3x social actions and 6x content action than the trailer material.
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"This rich campaign resulted in testing 11 episodes, collecting the emotional feedback from over 4.200 viewers across 3 key target markets: Spain, US and Australia within a week.
Our results revealed that the bite-sized trailers lost their emotional punch. The narrative at the core of the “Dropped” concept was far more engaging within the episodic content.
AOL immediately used this insight to reduce the media spend on trailers and invest in promoting the episodes instead.
AOL used the EmotionAll® score, (based on engagement, attention, retention and impact) as a response guide to maximise results. "
"Wieden+Kennedy were commissioned to create a series of viral videos to heighten awareness of the Heineken brand.
Filmed across four continents they created a series of episodic adventures, which followed intrepid explorers taken from their daily lives and “dropped” somewhere into the great unknown on a legendary travel experience. They used real-life candidates, in a multitude of challenges in adventurous environments—tough terrain, curious locals and unusual modes of transport.
In its full form, this episodic content was over 2 minutes long, with their trailers cut down to 30 seconds. Heineken’s media partner AOL, wanted to know which of these episodes resonated most with the target audience to help guide a more efficient media spend."
"The effect was instant with higher ROI as longer content drove 2x click-throughs, 3x social actions and 6x content action than the trailer material.
Realeyes provided AOL with actionable and predictive insight into how content affected Heineken’s overall campaign results. By revealing that the longer episodic content had much higher engagement at the launch of the campaign, AOL was able to make real–time distribution decisions, maximising campaign KPIs including view-through rates and social actions."