case study

Heineken

Localizing a global creative platform

Heineken is one of the world’s leading beer brands with extremely well defined positioning and a consistent creative approach across all markets. Heineken brand content is based on the belief that taking a fresh perspective can transform any situation into a positive opportunity. Our brief was to use global brand assets to create locally relevant content for the Heineken, Tiger and ABC brands.

our strategy.

01 /Always-on content

Irie recognized powerful copywriting alongside global brand creative was the best way to embed the global Heineken brand into a local market. Our approach was to focus our energy on creating clever copy with Myanmar-centric context.

03 / Media buying campaign

As part of Heineken’s brand awareness objective, we ran several ad campaigns across social media channels. The key aim was to put locally relevant content in front of the right audience at the right time via the right channel. Effective video ad campaigns saw high completion rates using a fine-tuned ad spend strategy.

02 / “When you drive, never drink” campaign

The ‘WYDND’ Campaign is one of Heineken’s global CSR campaigns communicating the key message to never drink if you are driving or planning to drive. We localized the campaign with nuanced messaging alongside Heineken’s global creative in a way that would resonate with Myanmar citizens.

our work.

our results.

16%

Here you could put a little explanation of what it is that your creatively mathematical genius brings to the table?

1.36

Here you could put a little explanation of what it is that your creatively mathematical genius brings to the table?

1.6k

Here you could put a little explanation of what it is that your creatively mathematical genius brings to the table?

1.4m

Here you could put a little explanation of what it is that your creatively mathematical genius brings to the table?

16%

Here you could put a little explanation of what it is that your creatively mathematical genius brings to the table?

our results.

3x

organic reach

3x

average engagement