Coca-Cola – Coke

The Coca-Cola Company - Coca-Cola

Scaling success of ‘always-on’ efforts with digital sampling campaign to drive recruitments

Case study
Coca-Cola, in a long-term partnership with Grivy, has enjoyed top-of-mind brand recall among highly relevant consumer segments with always-on engagement shaped to accuracy with data. In this lower-funnel activation campaign, the brand was enabled to power engagements with new recruitments and retention by utilizing audience modeling on already acquired first-party consumer data.
51>%
Consumers transacted at the store with Grivy digital coupon to take the sought-after sip of Coca-Cola.
16>%
Consumers voiced their happiness with the exciting experiences owing to the Grivy user journey.
94>%
Retail coverage across Indonesia facilitating seamless journey to purchase at the nearest store for consumers.
The story
Fizz of joy in each sip !
The brand, with a legacy of a century and more, has devoted itself to refreshing and rejuvenating consumers. A cooling sensation with an enticing fizz symbolizes the joy that Coca-cola brings, making it a go-to brand around the globe. With ever-changing consumer preferences, the brand remains at the top of its game to exceed expectations with each new innovation.
Coca-Cola – Coke
The goal
Reach, retain and reignite the spark of Coke !
After achieving recruitments at scale with Grivy enabled promotional campaign, Coca-cola Indonesia intended to expand efforts in retaining existing users while recruiting new consumers leveraging consented consumer data and subsequent insights acquired previously with Grivy. With the well-defined audience segment consistently engaged with always-on activation, the brand aimed to zero in on the right moments to drive purchases with optimized communication through appropriate channels and accelerate trials for increased return on marketing spend.
The solution
Translating the ‘fizz’ of engagement for successful recruitments
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The result
Always-on’ top of the game with 16% advocates !
Coca-cola Indonesia was able to maximize consumers’ share of pocket with the increased share of voice owing to an experience enabled with Grivy features of:
● Always-on activation enabling to keep in touch with consumers’ across stages of the life cycle with relevant communication to retain engagement.
● Digital sampling captivating engagement to translate into accelerated recruitments with an omnichannel path of convenience for in-store product purchases.
● First-party consumer data collected and activated for insights to power the remarketing strategy of the brand facilitating precision in the success of ongoing and upcoming campaigns.
● Advocacy enabled with shares and referrals facilitating a flood of earned media exposure to drive a high return of media spend.

Thus the brand is supported with a real view of its consumers further enabled to discover and connect with them at their zero moments of truth. With Grivy collecting to integrate data in each step of the marketing funnel has established a high degree of relevance in personalizing the experience for valuable consumers to drive sought-after loyalty faster and better.
Coca-Cola – Coke
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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At Coca-Cola, we realize the need to keep in touch and the need to do it the right way. In the digital era of brand communications purchase decision has become an overwhelming task for consumers. We realize the crucial aspects of enticing, engaging, and retaining consumer intent are ‘relevance’, ‘convenience’, and ‘consistency’. With an aspiration to incorporate these aspects and sharpen our marketing, we sought the partnership with Grivy. The power of data and subsequent insights to drive actions is our key enabler in the success of our campaigns. The Always-on engagement supported by the Grivy Growth Platform has proved imminent in maintaining top-of-mind brand recall among our valued consumers to drive repeat purchases and acquire loyal advocates.
Panji Cakrasantana
Front-line marketing manager Coca-Cola

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