The Coca Cola Company – Frestea Ramadan

The Coca Cola Company - Frestea Ramadan

Curate sales opportunity for new recruitments leveraging the excitement of Ramadan

Case study
Frestea, a ready to drink tea brand by the Coca-Cola Company was able to tap into consumers’ excitement of Ramadan and leverage their willingness to try new things in the festive season to recruit new brand buyers at an amplified rate with a Grivy-enabled promotional campaign. Owing to the mobile-first browser notifications captivating consumers’ interest at a fastened pace and taking them on a seamless journey to offline product purchase made exciting with gamification integrated, the brand was able to cut the competitive clutter and stand out with its marketing efforts. While the brand well-utilized third party Grivy-owned category data to sharpen upper funnel targeting, first-party data acquired on campaign participants along with tracking of consumer interactions across touchpoints cumulatively presented the clear picture of the new buyers and their purchase motivation and trends vital to shape future brand efforts.
100>%
Participation rate among consumers who were introduced to the Grivy campaign, owing to the excitement of gamified experience.
90>%
New brand buyers identified with first-party data acquisition ability integrated in the Grivy user journey.
50>%
Sales redemption achieved by persuading consumers’ intent to trial at the right moment with moment-based messaging of campaign details.
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 flavors, 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 Ramadan
The goal
Establishing a ritual - breaking the fast of Ramadan with Frestea
In partnership with Grivy, Frestea aimed to leverage consumers' willingness to try new things in the festive season of Ramadan and onboard new brand buyers at a large scale. This was made possible with an Grivy-enabled end-to-end integrated full-funnel campaign reaching category buyers at the upper funnel across online, offline, and out-of-home channels, directing them to the mobile-first gamified journey to drive lower-funnel conversions at their nearby offline mini-market chains. The mobile-first moment-based messaging of value offering was pivotal to attracting consumers' attention at the micro-moments of peak purchase potential and driving trials at maximized rates. The first-party data acquired through the online-to-offline purchase journey helped the brand in acquiring enriched consumer data profile with actionable insights to drive future brand decisions.
The solution
Data-powering purchase journey to offline stores seamlessly integrated from upper funnel to lower funnel and measured at each stage for actionable insights on new recruits
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The result
90% new consumers celebrated Ramadan with Frestea
Frestea was enabled the opportunity to drive new growth with accelerated recruitments leveraging Grivy integrations of:
● Grivy owned third party shopper data enabling laser-sharp targeting of relevant consumers for product awareness at upper funnel.
● Online-to-offline store promotions integrating gamification to engage consumers on a journey from product awareness to trial with store purchase owing to the exciting gaming integration within journey.
● 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.
● Mobile-first moment based messaging enabling to reach consumers at moments of peak potential to tap their desire to purchase and drive conversions at maximized rate.

With this campaign the brand was not just enabled a successful recruitment drive but was set on a path to prove category leader with ability to strategize appropriate future efforts for new net growth owing to the data insights on consumer purchase pattern furnished by Grivy attributing the place, time and pattern of motivation and purchase along with identifiable first-party data collected on the new buyers.
The Coca Cola Company – Frestea Ramadan
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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Footfall
Call-to-action with location intelligence to find nearby stores.
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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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The ability to zoom in on the peak moments of desire to target with mobile-first messaging was crucial to be noticed amidst the chaos of holiday season. It helped associate the desire for our brand to the distinct and relevant moments of day thus maximizing brand trials. Further, it helped initiate habit-building among new buyers thus setting the path for repeat purchases . The first-party data profiles gathered and enriched with the Grivy Growth Platform powered us with meaningful insights to drive future growth strategies.
Jessica Harsa
Frontline Marketing Manager - The Coca-Cola Company

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