ITV and Tesco drive 189% sales uplift for Heineken
Goal
Amid category decline and fierce competition, Heineken sought to use its own first-party data to acquire new customers, grow loyalty, and prove measurable ROI across beer and cider brands.
Challenge
Heineken needed a privacy-safe way to connect its first-party data with ITV and Tesco audiences, ensuring accuracy, compliance, and secure measurement of in-store sales impact.
Solution
Through Retail Match, ITV and Tesco connected Heineken’s first-party data to registered ITVX viewers using InfoSum’s clean room. Heineken’s agency, Dentsu X Red Star, defined audience segments for Cruzcampo and Old Mout Cider based on age and preference. ITV’s data scientists built lookalike audiences to expand reach, while Tesco provided closed-loop measurement of real sales impact — all without moving or sharing personal data.
Results
Retail Match audiences delivered up to 189% sales uplift for Heineken brands, with an average 32% uplift across all campaigns. Cruzcampo and Old Mout Cider segments outperformed control groups, proving the impact of connecting retail and CTV data through privacy-first collaboration.
