How Heineken leveraged the Dashmote platform to introduce the Heineken Blade in the United States

Challenge

Heineken was about to launch its new product ‘The Blade’ across The United States. The challenge was to create a marketing strategy and campaign insights targeted at locations such as restaurants that traditionally don’t offer draft beer to their consumers.

Solution

Leveraging the Dashmote platform, Heineken aimed to filter out those restaurants meeting that specific criteria. Doing so, the Dashmote platform provided intent data by identifying and segmenting over 20.000 restaurants in 10 US states on key characteristics based on textual and visual data from over 5 online sources (e.g. Google Maps, Tripadvisor).

Results

This data helped Heineken launch their new product successfully in the pre-identified launch states. Field sales were run more effectively, as well as optimization of digital marketing campaigns. Using Dashmote, Heineken was able to reduce the product roll out time by 3 months and increased its campaign ROI by 15%.