Case Study: Delivering a first-party data strategy for Heineken Brazil

Fi Taylor May 23, 2022

Silverbullet designs, builds and transforms Heineken Brazil’s first-party data strategy, driving marketing automation and unlocking unique consumer insights.

CPG (Consumer Packaged Goods) and FMCG (Fast Moving Consumer Goods) brands are fast turning towards data and digital transformation strategies as they look to garner their competitive edge in the modern marketing era. Often, they have limited or no direct relationship with the end consumers due to the nature of their business models, and as we step into a cookie-less future, further challenges are presented along the way.

Customer Story.

A first party data strategy is the answer to these challenges, however obtaining insight directly from the consumer is no easy feat. Heineken Brazil and their chosen partner, Silverbullet, are leading the way in delivering a results-driven data and digital transformation journey.

The core objectives of the project included:

  • Accelerating their path to success

  • Global business, local goals

  • Limited people, limited scope

  • Tools and tech to unlock the value of data

The Challenge.

Due to the nature of Heineken and its sub-brands, they typically had limited or no first-party data on their consumers and needed to explore various avenues to improve the direct relationship with their loyal customers.

Silverbullet emerged as the right partner to guide its strategic implementations and optimise the overall investment in data related capabilities.

“Heineken Brazil selected Silverbullet as our chosen data strategy partner to help us turn our goals into reality. Silverbullet’s proven expertise in the FMCG landscape perfectly positions them to help Heineken Brazil to reach our global and local goals.”

João Belfort – Head of Data & Digital ah Heineken Brazil

The Solution.

Undertaking such a large-scale project meant there needed to be a strong strategy and roadmap put into place so that Heineken Brazil and Silverbullet could track and measure success throughout. The project was split into these core areas: Empower, Build and Achieve.

Having successfully completed the three-phase approach, Silverbullet now delivers managed services for Heineken Brazil as they build out their 2022 data strategy and reach different levels of maturity.

“Silverbullet continues to support Heineken Brazil in growing quality first-party data, with an increased focus on activating first-party data for insights and more connected consumer journeys. The success of our partnership is down to their unparalleled expertise and incredible teamwork.”

João Belfort – Head of Data & Digital ah Heineken Brazil

The Results

Discover how Silverbullet supported Heineken in reaching millions of consumers in the first year of their partnership, through the smart application of technology, and embedded a data DNA into the business.


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