Waking up to Brexit, the UK felt more divided than ever across geographic, demographic, social and political lines. Voting amongst millennials, a key target market for Heineken, had the lowest turnout showing many aren't acting on opportunities to keep their world open, despite the majority calling for it.

Elsewhere, Trump’s rhetoric has been described as the most polarizing and closed in American history, increasingly one broadcast through social media.

Despite this, research we carried out with leading human behaviour expert, Professor Chris Bauer, told us people actually have more uniting characteristics that dividing ones, concluding: “the absolute core of common ground is truly hearing the interests and concerns of another person…”.

Our communications insight therefor centered on that despite our differences, we can always find something that unites us. And when we do, we not only open our minds, but also open our world.

Acknowledging this campaign carried risk, we launched organically on 20 April 2017, adding paid support five days later after understanding the initial reaction through social listening.

On Facebook, we targeted people whose interests showed us they weren’t as likely to be open to the creative, while on Twitter, we targeted newsworthy content that was likely to spark fierce debate. This approach was mirrored on YouTube using Google Preferred.

Through Instagram stories, the ad swiped up to reveal longer form content, a challenge to the traditional short form use.

Huffington Post housed editorial within a social conversations channel, supported by key bloggers. The ‘Worlds Apart’ video ran across Huffington Post's Facebook platform and was further syndicated across a network of bloggers through AOL's BeOn social platform plus native social placements.

Planned reach in the first four weeks of the campaign for the combined media plan was over 72% of the audience!

Our strategy to support long-form content, tailor made for smartphone social media consumption, paid off with ground-breaking results. Just two weeks since launching the campaign has:

• Attracted 19m views with 94% positive sentiment

• On Facebook, the video saw paid media benchmark-breaking levels of engagement – 20 times the Heineken average and exceeding completion rate benchmarks by 48%

• Secured the number 1 spot on the April 2017 YouTube ads leaderboard

• Paid media delivered a staggering 3.16 minute average viewing time on YouTube

• Served 65% of impressions through mobile devices, wholly justifying our focus on the platform

Globally, we generated 324,000 engagements, 138,000 shares and as the film travels the world, with a reach of 3 billion, so does our message of openness.

Results indicate this will go on to be one of the most successful UK beer campaigns ever.

Social movement created, a job well done.