Heineken Case Study: Finding Optimal Attention™ and Driving Real World Outcomes

The Brief

Cruzcampo, a Heineken-owned Spanish lager brand, sought to understand the amount of Attention Time required to deliver increases in brand awareness.

As this was the first time that Cruzcampo was introduced via an advertising campaign in the UK, they wanted to ensure that their creative units garnered attention and partnered with Playground xyz to measure the attention time that their ads generated as well as how that linked to awareness.

The Solution

Playground xyz used eye-tracking to capture Attention Time on the Cruzcampo ads and paired this data with brand lift surveys to measure brand metrics. With this information, Playground xyz was able to calculate the Optimal Attention threshold (in seconds of attention) required for Cruzcampo to drive sustained changes in awareness.

This insight was then overlaid onto the media buy to show whether various channels and formats were meeting the required Optimal Attention goal.

The Cruzcampo creative placed key branding assets early in the video with the view that this will be more likely to drive Awareness. The Optimal Attention analysis by Playground xyz showed that this creative strategy paid off.

Definitions Explained

Attention Time: How long, in seconds, an ad is looked at. Attention Time as a signal of ad effectiveness provides actionable trends and optimization opportunities.

Optimal Attention™: The minimum target Attention Time required to deliver increases in brand outcomes. Attention thresholds provide brands with a way of knowing whether their creative and media are receiving enough attention to drive the desired brand lift.

The Results

The campaign was a huge success for Cruzcampo UK, driving Awareness and ultimately Sales.

The Cruzcampo video creative on YouTube needed >0.5s of Attention Time in order to drive a 28% lift in awareness (3.5x baseline).

Instagram and Facebook required as little as 0.6s and drove up to 20% lift in awareness (2.5x baseline).

Their total media delivery on YouTube exceeded the Optimal Attention™ threshold by 914% and on Facebook and Instagram 160% and 255% respectively. This pointed to large media optimisations possible for Heineken such as buying less expensive formats that still deliver on the goal.

Daniel Glynn, Programmatic Lead at Heineken said: “With this being our first Cruzcampo campaign in the UK, we really wanted to understand the relationship between launching a new product and the required attention to deliver brand awareness. Using Playground xyz’s Attention Intelligence Platform, we have been able to not only measure our attention results in real time, we have also been able to understand what the optimal attention required to drive brand awareness.”

Jimmy Hughes, Social Media Lead at Heineken, added: “We will be utilising these learnings across our portfolio of brands moving forward.”