Urban Intervention | Heineken

Even with almost 20 million Facebook fans, Heineken and Wieden+Kennedy called upon CRICA consulting with the following challenge: to harness the potential of the collective intelligence of the brand's target audience to inspire actions, contents and campaigns. In addition to continuing to propose new aesthetics, they wanted to learn from conversations between consumers. For a few months, we exchanged ideas until we came up with a safe tailor-made methodology that could get the job done. A competing company even gave up on the project because it was so far outside the box. We identified people who represented the brand’s target audience. Next, we systematically checked their profile on various social networks. We identified subjects based on some specific criteria. Lastly, we grouped these subjects into recurring macro-themes. Some of the key subjects were also studied offline, applying a combination of investigative journalism and digital ethnography. The video below shows one of the artistic occupations in abandoned buildings in downtown São Paulo visited by CRICA team. The study revealed potential themes as well as behavior patterns of the target audience that generated reflection and an internal realignment. It also inspired brand actions on social networks and in urban settings. Check out the content below from Meio & Mensagem that portrays one of the tangible outcomes of the study on Heineken's marketing strategy.