Comparative analysis on consumer motivation (and the self) base on 2 campaign.
****Please apply the theory/ notes on the powerpoint slide
The campaign: (u may check online)
Heineken: The Night is Young
summary- A growing antivaxx community became louder and more aggressive in spreading misinformation and paranoia, leading to 40% of Gen Z and millennials becoming undecided on whether or not they should take it.
Online exposure to misinformation about a COVID-19 vaccine may significantly affect the intent to take one, and the world was in danger of anti-vaxxer content becoming the predominant view.
Heineken worked with senior citizens (some being influencers) who had taken the vaccine, and utilised long and short videos, gifs, memes, social media posts and summer playlists.
The campaign resulted in 10m views, achieved 60% positive sentiment, and 65% of those under 27 said they would vaccinate after seeing the campaign.
Heineken: The Unwasted Beer
summary – Due to the lockdown, global supply chains ground to a halt and billions of food goods began to deteriorate, creating a food waste crisis.
10% of all global greenhouse emissions came from food and drink waste, and a keg of beer has a shelf life of 120 days. Heineken bought back millions of litres of lockdown beer from bar owners, created a beer saving station, turned the beer into biofuel, fertiliser and animal feed and sold them back to suppliers.
The campaign resulted in over 67m earned reach, a measurable growth in trust, 4.6k tons of produced fertiliser and generated enough sustainable power to heat more than 61k homes.
Last Completed Projects
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