Log in
Book a Demo
Heineken UEFA Champions League Targeting

Heineken

One third of the spend. Twice as many conversations.

See all case studies
Heineken UEFA Champions League Targeting
First-party data powered by Flow
Solution featured:
Flow Audience Marketplace
Flow Audience Marketplace
Retail Media
Industry:
E-commerce

2.1x

Messaging conversations

6.2x

Cost efficient

3.7x

More reach

Objective

Start more meaningful conversations with consumers during the Champions League season. Not just impressions, but real one-to-one connections at scale.

Standard targeting had been doing the job, but Heineken wanted to know if first-party audiences could do it better.

The takeaway

When you’re trying to start conversations with beer drinkers during the biggest moments in sport, “reach” not enough. You can’t just find people who might like Heineken; you have to find the people who are already buying, already engaged, and ready to respond.

Heineken’s UCL campaign proved that if you want real connections at scale, you need to reach an audience with real intent using data that’s verified, specific and recent.

Solution

Flow activated first-party commerce audiences on Meta alongside Heineken’s standard targeting – running both simultaneously to compare like-for-like.

The Flow audience was built from real purchase behaviour at South Africa’s leading retailers:

  • Verified shoppers,
  • Lifestyle spenders, and
  • High-frequency buyers in adjacent categories.

Why it worked

• Behaviour beats interest: Flow’s first-party audiences are built from real purchase behaviour at South Africa’s leading retailer and e-commerce platforms, reflecting actual buying decisions rather than inferred preferences.

• No saturation: Standard targeting served the same 91,680 people 36 times each. Flow stayed at 3.4x so ads stayed fresh, relevant and effective.

• A lasting audience: The 2,776 new messaging contacts are consumer-initiated connections Heineken can keep activating long after the final whistle.

First-party data targeting

“We knew the UCL was an important moment for our audiences — but the results from Flow audiences changed how we think about targeting altogether. We started more than double the amount of conversations at a sixth of the cost. That’s not a test result. That’s a strategy shift.”

Tiisetso Mokone
Digital Account Manager, Dentsu Red Star

Find out what Flow can do for you

Book a demo
Get an unfair advantage
Unlock the power of 1st-party data with Flow

Name(Required)
Surname(Required)
Email(Required)
Contact Number(Required)
Contact Number(Required)
This field is hidden when viewing the form
Country/Region
Consent
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form

By submitting I agree to allow Flow to collect, store and process my data, as per the Privacy Policy

Find out what Flow can do for you
Book a demo and discover how Flow can give you a strategic advantage in your specific industry

Name(Required)
Surname(Required)
Email(Required)
Contact Number(Required)
Contact Number(Required)
Consent
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form
This field is hidden when viewing the form