The Cider Brand that Changed the Media Industry: Driving Campaign Impact with Location + Low-Carbon Media Planning
Mobsta
Client: Heineken
As a B Corp geo-contextual location media partner we know the value of our offering in, not only, accuracy and media creativity for our agencies and clients but also increased relevance and improved impact which is, arguably, a smarter and more sustainable media planning approach as it also leads to reduced wastage and so fewer carbon emissions polluting our planet.
We strongly believe that sustainable media planning which utilises a mix of smarter selection of formats and geo-behavioural based targeting should be a standard - it's the evolution our industry needs to stay relevant and meet its sustainability commitments. But the challenge we often face is that customers worry that being this prescriptive is great for efficiency but not so hot for performance and ROI.
THE TEST
So we put this to the test. Mobsta partnered with Heineken and their Inch’s cider brand (a category-leading advertiser committed to sustainability), and Dentsu UK to answer: Can sustainability drive real growth for brands? We put together a true industry first test: carbon reduction via location targeting and smart format selection vs. ROI.
RESULTS
Results are groundbreaking (independently measured/verified!):
The carbon-reduced media mix delivered an ROI of £2.95 +7% higher than the standard format mix +136% higher than Circana’s benchmark for the beer and cider category (measured across studies from 2018-2024)
CONCLUSION
We've proven that carbon-conscious geo-behavioural targeting and media selection is not just an ethical and sustainable decision, it's a commercial imperative that drives impact, value and performance for agencies.