Back in April, Heineken held a live-streamed Q & A session with its Dutch master brewer Willem van Waesberghe. The broadcast began by answering five of the brand’s most frequently asked questions, then proceeded to respond to real-time questions being left by viewers in the comment section.
The event managed to achieve two goals at once: It not only gave the brand an opportunity to engage directly with their followers, but it also provided content that could be repurposed for later use. Out of the broadcast, the Heineken social team created 15 shorter clips—mini videos that can be replayed for consumers whenever they leave an FAQ on the brand’s Facebook page.
“It’s more vivid than a company website or a text-based response,” Greg Eckelman, Heineken’s head of strategy, says in this Digiday article.
As of this writing, Heineken’s Q & A streamed content has resulted in more than 5,000 views, 60 shares and nearly 100 comments. This may seem paltry in comparison to the numbers Lowe’s generated—until you consider Heineken’s measure of success.
According to Eckelman, “Facebook Live, for Heineken, is more about using an innovative platform to answer specific questions, rather than garnering a certain number of views and likes.” Put another way, quality, it seems, rather than quantity, is the focus. Watch Heineken’s broadcast here.