Mature retail media strategy delivers on key business growth goals across vital retailers

Client: Heineken UK

HUK’s Performance journey started in 2022 with a test across two partners, optimising towards ROAS. Last year, HUK took the decision to prioritise Retail Media to drive performance by doubling annual investment YoY, onboarding an additional 10 partners, & developing an always-on strategy to meet HUK revenue & wider business KPI’s. HUK charged Dentsu with the objective to leverage Performance Media to drive incremental custom for their portfolio of brands, while still maintaining a short-term return on investment. This distilled into HUK & Dentsu building a performance ecosystem to facilitate: Investment agility, multiple measurement & data inputs and maturity Development.

Investing heavily in the retail mix, moving from 3 to over 10 partners. ‘Together’ became the focal point of the Performance strategy. Bringing together slow measurement (business KPIs) & fast measurement (in-platform ROAS). Uniting HUK, Dentsu & the data partners to facilitate a 360* campaign. Enabling HUK’s brand specific campaigns, Dentsu’s portfolio performance campaign & market performance from data partners to work together to achieve the objectives with clear identifiable KPI’s. As a result of the continuous collaboration between HUK, Dentsu & the onboarded partners, we delivered on all KPI’s by 150%+.