How Heineken is Succeeding with Facebook Video

How Heineken is Succeeding with Facebook Video

Facebook Social Video Series: Take a deeper look into how adding Facebook to your video mix can significantly elevate your digital presence, build new audiences, and extend your brand.

Facebook video is the new “place to be” for social video content. If you read our first Facebook video blog post, it is clear that Facebook is doing everything it can to become the top contender for online video content. Its new view-counter, auto-play feature, and embedding options come together to form a social video platform with a major upside. Big brands are taking notice of this trend and are beginning to adopt Facebook video as a way to increase traffic to their video campaigns. Heineken’s recent launch of its Subway Symphony campaign is a great example of just that.

With the help of renowned musician, James Murphy of LCD Soundsystem, Heineken is turning the act of using New York City subway stations into musical compositions. Murphy’s vision of the project is to turn the subway turnstiles into instruments. Every time a rider swipes his or her card to enter the station, a different tone will come from the turnstile, creating a “Subway Symphony”. The video is short, fun and to the point, not to mention, Heineken has already racked up over 7 million views on Facebook. The video, which you can view below, is a fast-paced, minute-long piece with beautiful cinematography.


That same video on YouTube has only about 250,000 views. The difference here shows the powerful reach of Facebook video, which is due to Facebook’s massive network and its recent strategic additions to its video platform. No other video platform has the advanced targeting capabilities like Facebook does. Through gathered data from over 1.44 billion active users, marketers can efficiently reach their target audience.

Another great tactic Heineken used was keeping the video short. One minute is a perfect length for a video on Facebook. According to Visible Measures, marketers have only 10 seconds to grab the viewer’s attention before they click away from the video. Additionally, 45% of viewers will close or scroll away from the video after just 1 minute!

Finally, Heineken’s video is showing up on Facebook users’ news feeds as a “Sponsored” post. With the help of Facebook’s targeting capabilities, the video is being carefully placed (with ad spend) in front of the eyes of viewers that matter most to Heineken.

The Subway Symphony campaign shows that Heineken is using Facebook video to its fullest. Adding Facebook video to their social content strategy has allowed Heineken to reach an enormous target audience with compelling content and in a targeted way. These kinds of cutting edge strategies and distinct marketing techniques certainly contribute to Heineken being named the “2015 Creative Marketer of the Year” at the Cannes Lions Festival in France. Congrats!

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