Patricia Alon, Senior Manager, Digital Acceleration also shares insights on navigating new social platforms and how her team decides what content belongs in paid versus organic channels.

1. At the last TV & Video Summit, you mentioned Coachella as a major tentpole that Heineken invests in. What content performed best during that partnership?

Coachella was an exciting campaign for us, with a mix of digital-first brand videos, influencer content, and organic amplification. What made this campaign especially unique was that it was the first time we created digital-first assets using content captured at the previous year’s festival. That approach allowed us to maximize our partnership and turn it into a truly collaborative effort across teams. The digital-first and influencer assets performed best—not just because they followed platform best practices, but because we approached the campaign in an integrated way. That gave us a clearer understanding of what resonated most with our audience. Each piece of content complemented the others, creating a cohesive and engaging experience.

2. When planning a campaign, how do you decide what content goes to paid versus organic channels?

While we have a dedicated team managing organic content, our integrated approach has led us to experiment with incorporating organic assets into our paid campaigns. It’s helping us identify which formats and messages drive the most authentic engagement across both channels.

3. Heineken wasn’t on TikTok until alcohol ads were allowed last year. How did you approach your first campaigns on the platform?

While we still face a few limitations as an alcohol brand, our priority was ensuring that our creative assets were tailored specifically for TikTok’s unique format and audience behavior. That meant leaning into best practices and short-form storytelling.

4. What advice would you give to marketers exploring a new social platform for the first time?

Planning is key. While launching on a new platform is exciting, it’s essential to ensure you have the right content to truly engage your audience. It’s equally important to define your learning objectives and success metrics upfront so you can optimize effectively as you go.

5. With multiple Heineken products now available, which one is your personal favorite?

It always changes, so it’s hard to pick just one. I’ll always have a sweet spot for a “dressed” Dos Equis. Our dressed ritual is a simple touch of lime and salt on the rim that makes it more refreshing and tastes even better!