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.
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).
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%.
Unilever Food Solution (UFS) aimed to increase its presence in the Hispanic food market in the US by introducing and expanding some of the best selling products from the LATAM region. Products such as Knorr Caldo, Lizano Mayonesa con Limon and Lizano Salsa were targeted to Hispanic cuisine restaurants across five major southern US states.
In order to set this in motion, UFS was lacking data on key indicators like ‘total restaurant universe’, ‘restaurant characteristics’, and ‘contact details’ to execute upon.
Leveraging the Dashmote platform, UFS approached this challenge of identifying the most valuable hispanic restaurants in the following 3-step approach.
Unilever Food Solution 3-step approach:
Dashmote platform utilized to retrieve from online data sources:
Unilever Food Solutions identified over 37,000 hispanic restaurants of interest to their campaign. Using Dashmote’s front-end app, users further segmented this universe by filtering on: type of location, popular dishes listed, opening hours, ratings & reviews, and other key indicators.