The only instagram tools marketers and creators need to use
Luke McCarthy
September 11, 2024
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Heineken worked with 66 Vamp creators to focus promotion on a singular product. They specifically targeted Gen-Z, focusing on their favourite channels and formats, and giving them the type of experience they crave. Leading to benchmark-smashing results.
To target Gen Z by showcasing the “Unexpectedly Smooth” experience of Heineken Silver in engaging Instagram Reels & TikToks at the Heineken Silver Warehouse Party.
Heineken wanted to be hyper-targeted in their approach to launching their Heineken Silver beer, by focusing on Gen Z. By understanding the demographic have an appetite for unique experiences and love to share those experiences on their favourite channels – TikTok and Instagram- Heineken combined these two behaviours to create a laser-focused campaign.
They used Vamp to simultaneously brief 66 relevant influencers, inviting them to their immersive party, and asking them to share their favourite moments of the event. They kept their brief loose, simply asking some of the creators to showcase the “Unexpectedly Smooth” experience of Heineken Silver.
By giving the creators the creative freedom to enjoy the event and not dictating aesthetic approach, Heineken ended up with a huge set of diverse and incredibly creative assets. This garnered impressive results, due to the authentic nature of the content captured.
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The precise targeting of this campaign, to engage a very specific demographic with a particular product, led to some impressive organic results.
The below numbers are in the space of 24 hours and for coverage of a single event. Showing the power of really focusing in on who you’re targeting and making strategic decisions – around platforms and formats – based on the nature of that audience.
