The result
20% new consumers made the conscious choice of Coke Zero!
Coca-Cola was enabled to escalate trials for newly launched SKU of Coke Zero leveraging Grivy integrations of:
● Online-to-offline promotional campaign engaging consumers on a journey from product awareness to product experience through purchase enabled at partner mini market channels, Alfamart and Indomaret.
● Grivy managed third party shopper data enabling laser-sharp targeting of relevant consumers for product awareness and trial.
● 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.
● Advocacy enabled with social media shares & referrals, activating nano-influencers who share their fun-filled product experience and bring organic audiences to the campaign.
Thus, this campaign proved a two way support system. It enabled to expand exposure for Coke Zero among the right audiences, accelerated further with shares and referrals enabling digital word-of-mouth for large scale trials. It further helped the brand identify who these buyers are, their purchase pattern and motivation crucial to develop retargeting strategies and in maintaining agility in meeting their evolving expectations.
