HOW DO YOU RECONNECT GEN Z WITH THE WORLD’S MOST FAMOUS BEER, WHEN THEY’RE DRINKING LESS AND SCROLLING MORE?
By rebuilding how the brand works with creators.
When I joined Heineken, their global creator work wasn’t landing. Assets weren’t passing internal reviews, open briefs were producing forgettable content, and local markets wouldn’t post any assets.
So, I led the creation of a new Heineken Global Creator Program. Redefining the types of creators we worked with, prioritising craft and long-term partners. Replacing generic briefs with cultural and creative frameworks. Bringing in collaborative ideation over transactional asks. All while keeping the work simple enough to travel globally and be adopted by local markets.
The result? Always-on creator content that reconnected Gen Z with Heineken, plus creator support for major global campaigns like the award-winning The Flipper.
THE IMPACT:
• Pablo Rochat's viral hit: 2.2M organic impressions, 4× publication pickups
• Local market pickup: from 0 to 6 markets within first quarter (exceeding KPIs)
• Budget expanded and reinvested based on performance
• H1 '25 impressions nearly matched all of '24s
• New approach adopted as global best practice
ROLE:
• Senior Global Lead. Strategy, brief ideation, creative direction, creator collaboration, internal education, close partnership with sister agency Le Pub.
