HEINEKEN FESTIVE 2018 Case Study LEARN MORE ABOUT THE CIRQLE 2 The brief During the 2018 X,Xmas season, Heineken was releasing a special item called the Heineken Gift Wrap. To drive the public's adoption of the Heineken Gift Wrap they recruited Influencer brand ambassadors to reach their target audience. ? ? Heineken wanted to recruit a specific type of personality to be an ambassador to the brand. This personality was described as: “People who want to get the most out of life. They are worldly, open-minded and ambitious, yet anxious and excited about what their future holds.” Through their content, these ambassadors had to both excite and educate their followers about the how to use the Heineken gift wrap and where to get it. HEINEKEN FESTIVE 2018 3 How an influencer program com

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