Heineken launched a Christmas-themed campaign with videos to turn bottles and cans into gifts and decorations.
The videos were created by Tastemade using Pinterest trends, given the platform’s figures.
Online searches for Christmas gift ideas increased 77 percent in April 2020.
Heineken DIY. Recently Youtube revealed that in the midst of the contingency almost 9 out of 10 users say they have increased the time they watch online videos. Its content is becoming more and more popular and especially when people seek to entertain themselves at home. Also, there is an increase in video consumption in a context in which people come to learn new skills. In fact, the category “for beginners” has more than 3 billion views since March, as reported during their Brandcast 2020 event.
That is why brands are directing their strategies towards “Do It Yourself” content, including Heineken USA, which launched a Christmas-themed campaign with six “Christmas tricks” videos that show creative ways to reuse bottles, cans and other packaging to create a Christmas decoration.
The effort offers a new vision of “craft beer” and marks the first time the company has incorporated all three brands into its portfolio – Heineken, Dos Equis and Tecate – in one campaign.
Videos were created by Tastemade using trends from Pinterest and knowledge of Christmas gift giving. Ideas include beer bottle vases for flower arrangements and a tree of tamales.
And it’s no coincidence that the company chose Pinterest to run, the social network reported that revenue grew 58 percent year-on-year to $ 443 million, along with record growth in user sharing in its reports. The platform managed to add 32 million more users during the first three months of the year, which means that it already has 367 million active users per month. In figures, it achieved a year with more than 1,000 million income, a total of 1,160 million dollars, reported at the beginning of the year.
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That’s why Pinterest, along with other social media companies, has capitalized on this increased interest from marketers. Earlier this year, Pinterest began testing a new advertising model that splits ad revenue between the platform and publishers like Tastemade.
This huge exposure works for Heineken, so it offers ideas to fill your time with your campaigns. “Holiday HacksWith videos they offer step-by-step instructions for creating a variety of Christmas decorations. One idea, for example, suggests creating 3D star ornaments with used aluminum cans.
Also, online searches for Christmas gift ideas increased 77 percent in April 2020 compared to April 2019, according to the company. The idea that consumers would search for ideas eight months before the holiday season suggests that they will be looking to celebrate in new and unique ways this year.