Goal
Drive awareness for the global beer brand in Canada and build relevance and resonance with local markets for both sober and alcohol drinkers.
The campaign
Heineken partnered with 6 mid to macro Canadian creators to drive awareness and resonance in Canadian local markets. The creators shared Instagram stories, videos, and photos that highlighted seasonally relevant moments with Heineken. The creators found ways to share how Heineken fits in with their social life—whether they're sober or enjoying alcohol.
With paid amplification they were able to reach more than 5 million people and saw an increase of 14 points in purchase intent and 12 points in brand perceptions.
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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
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General Mills worked with #paid to leverage some of the top health and wellness creators across Canada to grow their voice in the healthy cereal space and change perceptions around whole grains being a healthy cereal option. To ensure their message would resonate, they targeted women between 25 and 54, partnering with four creators on Instagram.
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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
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