The result
21% consumers felt the happiness of trying the new variant of Pocky
Pocky succeeded in driving trials for its newly launched variant at mini-market chains with Grivy enables:
● Omnichannel promotional campaign engaging consumers on a journey from product awareness to product experience through purchase at partnering mini market chain, Alfamart and its ecommerce platform, Alfagift.
● Mobile-first moment based messaging reaching relevant consumers with intriguing value offering at the right time and place to tap their desire and drive impulse for purchase.
● 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.
● The total brand equity study revealing consumers’ perception of brand and the impact of campaign on their booming affinity.
Thus, with this campaign the brand was able to drive the swift offtake for its new variant in mini-market landscape with the digital capability to attract consumers on path to purchase at store as well as through ecommerce channel. With the first-party data and buying insights acquired on these new buyers, the brand was well-equipped to drive future growth efforts in the right direction.
