© 2012 TBG Digital

Developing a global,Social Media relationship

© 2012 TBG Digital

What’s the story?

© 2012 TBG Digital

TBG Digital has developed a global relationship with Heineken across

29 local markets, sharing learnings to ensure efficiencies at scale

© 2012 TBG Digital

What did we do?

© 2012 TBG Digital

Building engaging experiences

TBG Digital has created multiple touchpointsthat has helped Heineken recruit fans thatare engaged and brand advocates

For example, the Heineken Music Matcherapp was built around a passion center ofHeineken customers, Music. Here fans recruited their friends to interact with the brand in this award-winning app

© 2012 TBG Digital

Scaling the right audiences

TBG started working with Heineken in Europe with an app-based campaign that delivered 100K fans in 4 days. Heineken quickly shared this success amongst other territories who wanted to launch similar campaigns

By sharing the metrics from each campaign, supported by local territory knowledge from other clients, TBG now manages Facebook media in over 29 countries world-wide, from Jamaica to Vietnam, including the UK and US

© 2012 TBG Digital

Measuring the real value of connections

TBG helped Heineken measure their brand strength and customer value via a multi-lingual survey on Facebook

Almost 12,000 surveys were completedacross 6 countries targeting fans, non- fans and friends of fans

Learnings included the percentage of fans that would recommend Heineken to a friend, compared to non-fans

© 2012 TBG Digital

What were the results?

© 2012 TBG Digital

Case period: February 2011 to June 2012

4,000,000

engaging fans

delivered in 14

months