In July 2018, Heineken launched its Trinidad and Tobago page on Instagram – @heineken_tto. With existing responsibility for developing content for the brand’s Facebook page, Trend Media was entrusted with doing same for this new Instagram page.
However, the Trend team was faced with two challenges – a limitation of creating only two posts per month and a requirement to mainly use assets provided and approved by the Heineken global team.
To overcome these two challenges and to grow the page’s audience, Trend Media continues to implement three tactics:
- To accompany globally-produced assets, Trend writes locally relevant captions, using indigenous terms and jargon, that are posted to coincide with social and cultural events taking place in the country e.g. Carnival, Christmas, etc.
- Trend hosts competitions and ticket giveaways around major cultural and sporting events e.g. Carnival and UEFA Champions League. All competitions encourage users the follow the page to be eligible to win.
- Influencer strategy using Heineken’s Brand Ambassadors. Each ambassadors is provided with content to post to their personal IG pages with the call to action to follow @heineken_tto. Trend media also creates original video and photo content with these influencers to ensure relatability and relevance in the Trinidad and Tobago market.
In early 2019, Trend ran a competition for 1 ½ weeks to get users to follow the page and tag their friends in order to win tickets to Bacchanal Road, a premium Carnival fete hosted by Caesar’s Army. This one post engaged approx., 2,800 users and resulted in a 118% increase in page followers. To date, the Heineken_tto page has over 2,260 followers and continues to grow steadily.