DESPERADOS

The beer brand tested adding Instagram Reels to its usual campaign ads and found that the new placement boosted ad recall by 2X.

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THE STORY
Beer there and everywhere

Desperados is a beer brand owned by Grupa Zywiec—part of the Heineken family of companies.

5-point

lift in ad recall with Reels ads

2X

higher lift in ad recall with Reels ads than usual ad mix

8.1-point

lift in ad recall among males aged 35–44 with Reels ads

55%

lower cost per lift in ad recall with Reels ads than usual ad mix

At the beginning of 2022, Desperados created a new equity campaign, where Instagram Reels was added. Despite the launch of the campaign in a difficult period, after adjusting the narrative of the message, the format had a positive impact on the perception of the brand for consumers. The results confirmed our belief that it is worth betting on innovative solutions such as Reels ads.
MICHAł KACNER, JUNIOR BRAND MANAGER, DESPERADOS
THE GOAL
Raising brand awareness

Heineken already advertises widely and successfully on Meta apps, including Facebook and Instagram. It wanted to see whether adding Instagram Reels ads to its regular mix of ad placements (in Feed, Stories and in-stream) would drive brand metrics for Desperados even higher.

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THE SOLUTION

Reels ads for recall

Desperados launched its awareness campaign in Poland in early February 2022. The campaign objective was to test Reels ads’ incremental impact on brand metrics.

Reels ads are full screen and vertical, similar to ads in Stories, and appear in between individual Reels. As with regular Reels content, these ads will loop and can be up to 30 seconds. People can comment, like, view, save and share Reels ads.

The campaign ran from February 11–March 31, 2022. Heineken measured the impact of the Reels ads with a brand lift study, comparing Reels ads plus its usual campaigns (which ran in feed, Stories and in-stream) for Desperados with business-as-usual ads alone.

  • 5-point lift in ad recall with Reels ads
  • 2X higher lift in ad recall with Reels ads than usual ad mix
  • 8.1-point lift in ad recall among males aged 35–44 with Reels ads
  • 55% lower cost per lift in ad recall with Reels ads than usual ad mix
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