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Swap the Feed, Find the Truth
Heineken’s 72-hour role reversal shows why authenticity still beats algorithm.
Javier García
October 24, 2025 • Estimated Reading Time: 6 minutes
In partnership with
Introduction
Welcome to another exciting week!
Table of Contents
Sponsored Section
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Best Ad of the Week
Heineken – “The Social Swap” (2025 Digital Campaign)
In “The Social Swap,” Heineken challenged influencers to hand over their social media accounts for 72 hours to everyday fans working regular jobs—bartenders, teachers, nurses. During the swap, influencers experienced what life offline looked like, while fans took over large influencer accounts to post about real work, routines, and moments of balance. The campaign promoted Heineken 0.0 and its ongoing message: “Work responsibly. Drink responsibly.”
Key marketing lessons
• Challenge culture, don’t just comment on it: By flipping influencer dynamics, Heineken turned digital burnout into a cultural conversation about balance.
• Put authenticity at the center: Letting non-influencers speak gave the brand credibility—and a human touch no script could replicate.
• Bridge product with purpose: Promoting a zero-alcohol beer through a story about moderation tied product benefit to a relevant lifestyle mindset.
• Create earned reach through risk: The idea was bold and unpredictable, ensuring organic buzz as audiences followed the swaps in real time.
• Reward participation, not perfection: The campaign celebrated imperfection and honesty—traits audiences now crave from brands online.
Takeaway:
Heineken’s “The Social Swap” proves that when brands use creativity to invert cultural norms, they don’t just sell—they spark reflection. In a world chasing likes, authenticity remains the ultimate influencer.
Heineken – “The Social Swap”
Latest Trends and News
TikTok Introduces AI Script Generator for Brands
TikTok has launched an AI-driven tool that creates ad scripts and content outlines based on campaign goals and audience insights. It’s designed to help small businesses scale creative production without agencies, reinforcing TikTok’s role as a self-serve creative hub.
Adidas Debuts Recyclable Running Shoe
Adidas unveiled the Futurecraft Loop 2.0, a fully recyclable running shoe that can be returned and remade into a new pair. The launch is part of its sustainability-focused campaign Made to Be Remade, linking innovation to environmental responsibility.
LinkedIn Adds Thought Leader Ads Globally
LinkedIn has expanded its Thought Leader Ads to all advertisers, allowing companies to promote posts from their executives or employees. The format aims to humanise brands and increase engagement through authentic, expert-led content.
Sponsored Section
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Weekly Tip
Curiosity Creates Clicks
People don’t engage with what they already know—they engage to discover what they don’t.
• Use open loops in headlines to spark interest (“Most marketers miss this simple step…”)
• Tease the outcome without revealing it immediately
• Balance mystery with clarity—curiosity shouldn’t confuse
A touch of curiosity invites the scroll, the click, and the read-through.
Weekly Challenge
Niche Keyword Boost
This week, optimize your discoverability:
• Identify five keywords your target audience might search for in your niche
• Add them naturally into your bio, captions, and alt text on new posts
• Use them in hashtags only where they fit contextually
• Track impressions and new profile visits over the week
Strategic keyword use helps algorithms—and people—find you faster.
Submissions + Feedback
Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.
Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.
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