Affinity logo


Navigating the Digital Landscape: Lion's Data Strategy for Digital Success


Lion, Australia’s second-largest brewer has 23 brands, each with different consumers, preferences, and drinking occasions. However, due to Apple iOS privacy updates and the death of 3rd party cookies, Lion was finding it increasingly difficult to identify and market to each of these different brand audiences on digital. This meant digital advertising would be targeting the wrong audience completely or not reaching our growth audiences.  

We needed a strategy to build data and intelligence on our consumers, then activate this in our media buying.  


We built Lion’s data and intelligence strategy with a multi-staged approach: 

The right data 

We started by implementing core MarTech foundational tools – a Customer Data Platform (Tealium CDP) and a Customer Engagement Platform (Braze) to capture, store, and activate customer data. 

Customised journeys 

Using data effectively meant we needed to improve the user experience across every touchpoint. We developed a customer lifecycle program to welcome, engage & re-engage lapsed users to Lion’s 6 most important brands.  

We then created customised journeys for each brand. To further enrich our data, we built interactive elements into our journeys to gather product preference from users who’ve interacted, providing valuable insight back to brands. 

The Results

  • Increased deliverability +32% (through cleaner data)  
  • Open rate has increased +41%  
  • Click-through rate +35%. (Through better content)  

Most importantly, it has delivered a culture shift within Lion on the value of data and digital to build brands. 

More case studies

Hahn Half Court Half Pub

LION - Hahn

Hahn Half Court Half Pub

View case study
LION - Lifecycle


Navigating the Digital Landscape: Lion's Data Strategy for Digital Success

View case study
Hahn Beerlay

LION - Hahn

Big results, small spend: Discover how Hahn garnered millions of views with no media spend

View case study
Winch to win


How brand social can compete with native social with just an iPhone 15

View case study


Turning a company’s ambition into reality through a ground up brand transformation

View case study
Flat-lay images of the mobile-first digital work that Affinity completed for Heineken and their F1 partnership in 2023

Lion - Heineken

Driving generation Z and Y to Heineken, at 370km/h

View case study
Would you like to read more?
Read more

Contact us

Get in touch and find out what we can do for you.
Business hours: 9–5.30pm, Monday–Friday
Call Luke on:
+61 2 8354 4400

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Our associations, partnerships and platforms

ADMA logo
Google Partner
Financial Review Best Places to Work logo
Tealium logoSnowflake Partner Network logo