Studies

Content Integration

Expert Advice Gallery: Heineken Light

OBJECTIVE

  • Bring "The Heineken Upgrader's Guide" in-book advertorial in Esquire's How To Be A Man June/July issue online

SOLUTION

  • Hearst Digital Media complemented the in-book advertorial by creating "The Office Worker Style Guide" Expert Advice Gallery on Esquire.com, giving men style tips for the office—from shirts, to shoes, to accessories
  • Heineken Light brand messaging was placed adjacent to Esquire's editorial content via a custom category exclusively dedicated to Heineken
  • A Fixed Module within the Gallery drove users to Heineken's Facebook fan page where users could watch the "See the Light" trailers
  • Heineken received 100% SOV of all media within the guide, plus high-impact media throughout Esquire.com
  • The Gallery was promoted on Esquire's Facebook and Twitter pages through Sponsored Posts and Tweets

Experience

  • Total unique visitors and page views of sponsored content considerably surpassed the monthly benchmark
Heineken
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