Heineken Nv · EURONEXT:HEIA
Heineken Nv — Heineken Financial Markets Conference 2016
23 slides from Heineken Nv's conference presentation, May 11, 2016
Slide 1: Digital Marketing in Vietnam
HEINEKEN FINANCIAL MARKETS CONFERENCE 2016 HO CHI MINH CITY, VIETNAM Digital Marketing in Vietnam Andre Koo Marketing Manager – Heineken®, Vietnam Brewery Ltd Ho Chi Minh City, Vietnam | May 11-12, 2016 | Heineken NV
Slide 2: Agenda
Agenda Digital Marketing in Vietnam Digital Landscape in context Relevance for the Beer Category Winning in Digital with Heineken® 1
Slide 3: What is Digital Marketing / Social Media
What is Digital Marketing / Social Media Digital Marketing: Covers all digital Digital Marketing touchpoints including Digital TV, SMS, Digital LCDs, etc. Social media: User and collaborative Digital TV Internet Marketing content shared online Social Media SMS Social media marketing: the proce
Slide 4: Spend on digital media is growing rapidly, ahead of traditional spend
Spend on digital media is growing rapidly, ahead of traditional spend Traditional media spending Digital media spending CAGR of 18% CAGR of 81% 2010 2011 2012 2013 2014 2015 2010 2011 2012 2013 2014 2015 Source: Kantar Media, AdEx gross spend over TV & Print & Radio 2015 3 * Full Estimated Online Sp
Slide 5: ..and online spend increasing share of FMCG media spend
..and online spend increasing share of FMCG media spend 1600 Total FMCG spend breakdown (in $M) 1400 1200 1000 800 600 400 200 0 2010 2011 2012 2013 2014 2015 Source: Kantar Media, AdEx gross spend over TV & Print & Radio 2010-2015 TV Print Online Spends Digital Spends; Top 50 sites in Vietnam – iTr
Slide 6: Consumer consumption of media is changing
Consumer consumption of media is changing Online media consumption is capturing the most consumer attention, with mobile increasingly the preferred medium MEDIA CONSUMPTION BEHAVIOUR OVER TIME Numbers of hours per day typically devoted to the following: HOURS 8 2012 2013 2014 2015 6.96 7 6.74 6.41 6
Slide 7: The social platform landscape is evolving
The social platform landscape is evolving Whilst facebook is the most popular platform, the number of new local digital platforms are increasing and booming (zalo) 35 million 45 million users users VINE 14 million 5 million 0.5 million users users users BADOO 7 million 0.3 million users users 1.7 mi
Slide 8: Expanding online consumption beyond traditional video, photo and text
Expanding online consumption beyond traditional video, photo and text Some digital content formats have evolved to satisfy “new-world consumers” demands Moving to more vibrant dimensions Before 2016 2016 Source: Click Data Report 2016 7
Slide 9: Agenda
Agenda A New Look at Vietnam Digital Landscape in context Relevance for the Beer Category Winning in Digital with Heineken® 8
Slide 10: Alcohol is one of the leading online conversation topics
Alcohol is one of the leading online conversation topics Mobile phones Top 10 topics of 34% Computers online conversation 33% Alcoholic drinks 29% % consumers who talked about the subject online Fashion/clothing 27% in the last month Online services/applications 27% Films 23% Grocery products (food)
Slide 11: Changing media spend in the beer category
Changing media spend in the beer category Huge growth in digital Beer category spend Beer category estimated media spending on traditional media spend on digital YOY +43% Traditional media still important and growing, albeit at a lower pace CAGR of 34% Heineken® brand investment reflects this trend
Slide 12: Heineken is the leading beer brand in digital conversation
Heineken is the leading beer brand ® in digital conversation 2010 2011 2012 2013 2014 2015 Source: Boomerang Social Listening report Heineken® Other 11
Slide 13: Agenda
Agenda A New Look at Vietnam Digital Landscape in context Relevance for the Beer Category Winning in Digital with Heineken ® 12
Slide 14: Becoming the #1 beer brand most talked about online
“Becoming the #1 beer brand most talked about online, and generating positive conversations” 13
Slide 15: Digital platforms in practice: 3 case studies
Heineken - Digital platforms in practice: ® 3 case studies 1. Champion 3. Festive Star the Match 2. Cities Gifter Campaign 14
Slide 16: Integrated Campaign: Global Campaign – Local Top Spin
Global Campaign LIMITED PACKAGING – Local Top Spin PUBLIC RELATIONS 360° ADVERTISING (TVC*, PRINT & OOH**) INTEGRATED CAMPAIGN EXPERIENTIAL DIGITAL PROMOTIONS 15 – TV commercial * TVC ** OOH – Out of Home
Slide 17: Local Top Spin: The Great Escape
ACT 1 ACT 2 ACT 3 L o c a l To p S p i n : T H E G R E AT E S C A P E Local challenge: The match starts at 1:45am and Vietnamese M a n o f t h e Wo r l d c a n n o t TOTAL REACH TOTAL INTERACTION gather friends to watch the UCL given social restrictions such as outlets closing at 12am 26 3.5 MILLION
Slide 18: Mega events in Ho Chi Minh City, Da Nang & Nha Trang
M E G A E V E N T S I N H O C H I M I N H C I T Y, DA N A N G & N H A T R A N G : 1 7 0 , 0 0 0 AT T E N D E E S TOTAL REACH TOTAL INTERACTION 27.5 10.5 MILLION MILLION 17 Source: Publisher, Facebook, Comscore
Slide 19: Integrated Campaign: Heineken Cities
ADVERTISING PROMOTIONS (TVC*, PRINT & OOH**) Heineken® Cities: Be the insider of your city 360° EXPERIENTIAL INTEGRATED CAMPAIGN LIMITED PACKAGING 18 – TV commercial * TVC DIGITAL PUBLIC RELATIONS ** OOH – Out of Home
Slide 20: Local Top Spin: Open the World in Our City
ACT 1 ACT 2 ACT 3 L o c a l To p S p i n : OPEN THE WORLD IN OUR CITY Local insight: TOTAL Those who know TOTAL REACH INTERACTION their city really well l i ke t o s h o w o t h e r s the way around 28 7 MILLION MILLION 19 Source: Publisher, Facebook, Comscore
Slide 21: Integrated Campaign: Festive Star Gifter
FESTIVE STAR GIFTER ADVERTISING PROMOTIONS (TVC*, PRINT & OOH**) 360° INTEGRATED EXPERIENTIAL LIMITED PACKAGING CAMPAIGN 20 – TV commercial * TVC DIGITAL PUBLIC RELATIONS ** OOH – Out of Home
Slide 22: Local Top Spin: Star Gifter
ACT 1 ACT 2 ACT 3 L o c a l To p S p i n : S TA R G I F T E R Local challenge: M a n o f t h e Wo r l d fe e l s p r e s s u r e t o g i v e many nice gifts, as it TOTAL REACH TOTAL INTERACTION is a sign of what he has become, but d o e s n’ t r e c e i v e a n y g i f t s fo r h i m s e l f 27 13.6
Slide 23: Summary
Summary Digital is an increasingly important media platform in Vietnam, and is seeing significant growth particularly over the last three years Beer features prominently in the digital conversation Heineken® is leading in terms both share of voice and conversation, providing key learnings for
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