32B Social Media Campaign

Sober October

Alcohol-free AF for Sober October

As people continued adapting to the lockdown lifestyle, alcohol intake was gradually on the rise in the U.S. By fall, many people were ready for a break, making Sober October the perfect occasion for alcohol-free Heineken 0.0 to celebrate. 

With help from a diverse cast of influencers, we invited beer lovers to join us in going #OctoberAF – alcohol free, that is. Throughout the month, people captured their Heineken-packed October experiences, as they enjoyed the great taste of beer without the buzz. They worked out, skateboarded, podcasted, napped and much more…sharing it all on social with other Sober Octoberers.

Results

The campaign generated 58.5 million paid and organic social impressions and drove more than 350,000 engagements, far exceeding KPIs. And Heineken saw the largest organic increase in instagram followers for any month to date.