The Coca-Cola Company – Frestea

The Coca-Cola Company - Frestea

Mapping a journey from Refresh to Retain with an offline to online activation

Case study
Frestea, a stalwart in the ready to drink tea category, revitalized the brand’s recognition and reputation among consumers with a refreshingly new brand event where the brand established refreshment zones at strategic locations to encourage consumers to take a break and refresh and energize with Frestea. Collaboration with Grivy, the brand was enabled with seamless registration and sampling campaign integration in the event resulting in quantifiable outcomes of large scale trials and recruitment of new consumers with their first-party data to back future efforts.
86>%
New brand buyers by stepping up the brand engagement activity with product trial capabilities allowing new consumers to take their first sip of Frestea.
3>%
Successful event registrations contribution to overall campaign results with the seamless offline to online interface at event site enabled by Grivy.
14.51>%
Consumers advocating their experience leading to brand virality for accelerated new recruitments with earned media exposure.
The story
Feel fresh with each sip of authentic ready to drink tea !
Frestea, the well-known brand for tea lovers,has proved its value with taste and quality. Even with a range of variants to entice consumers with new flavours, the brand has withheld the authenticity of tea with the best tea leaves infused in each Frestea bottle. With a refreshing essence in each of its product, each sip of Frestea hits consumers with the right kind of energy and a burst of flavorful sensation of premium quality tea, enabling a retreat to the hectic everyday lives of consumers.
The Coca-Cola Company – Frestea
The goal
Refreshing the brand reputation with rightful association with 360 degree campaign efforts
Frestea partnered with Grivy, with the core agenda of attracting, retaining and translating attention across campaigns with a binding offline to online Grivy user journey. With a seamless interface authenticating and registering participants to the brand led refreshment event, the brand was presented with a pool of first-party consumer data on its newly acquired consumer base and facilitated effective distribution of product samples to drive trial. Further with onsite offline trigger to join the brand led nationwide raffle integrated campaign, Frestea was enabled to drive continued engagement post event, initiating new buyers on their path from trialism to loyalism.
The solution
Mapping a journey from refresh to recruit with offline to online campaign journey
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The result
86% of the new consumers took a break with Frestea!
Frestea was enabled the opportunity to drive new growth with accelerated recruitments leveraging Grivy integrations of:
● Offline-to-online registration interface to instantly recruit new participants to brand event
● Tracking capabilities integrated at each step of the Grivy user journey enabling to assess consumer interactions to optimize the campaign in real-time and drive maximized purchase intent.
● Customer data acquisition of first-party consumer data validating campaign participants and enabling to identification of the sought-after target segment for future efforts.
● Advocacy enabled with social media shares & referrals, encouraging consumers to share their fun-filled product experience and bring organic audiences to the campaign.

Thus the brand was enabled to maximize results of campaign efforts to full capacity and measure impact in quantifiable terms of number of product trials among new buyers identifiable with the first-party data collected on them.
The Coca-Cola Company – Frestea
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Authentication
First-party consumer data collection and activation.
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Advocacy
Share and referrals to drive earned media exposure.
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Survey
Total Brand Equity Study to unleash consumer insights useful to brand
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We collaborate with Grivy with a focus to reach, recruit and retain new buyers byu identifying who they are, what their buying behaviour is like, powered by the first-party data collection capability enabled by Grivy. In this campaign, facilitating an offline-to-online journey to register and retain our participants’ interest across campaigns was the highlight of our collaboration.
Jessica Harsa
Frontline Marketing Manager - The Coca-Cola Company

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