Heineken targeted the F1 SUPERAUDIENCES in 10 countries: The Netherlands, Spain, Italy, Portugal, Switzerland, Romania, Austria, South-Africa, Hungary and Brazil. Although the CPM’s for the native targeting option and SUPERAUDIENCES were quite similar, the engagement rates showed a different pattern.
The F1 SUPERAUDIENCES showed up to 300% higher engagement as relevant content was shared with verified F1 fans on Twitter. The campaign also showed significant higher video completion rates. Heineken succeeded in leveraging Twitter to engage with qualified F1 fans.