Danone – Caaya

Danone - Caaya

Ramping up the launch for the new brand, Caaya, with highly-targeted trade promotions tapping intent for new product trial

Case study
In partnership with Grivy, the newly launched brand, Caaya, by Danone, was enabled to drive massive trial for a new product line, Caaya Jasmine, by tapping the micro-moments of purchase potential among high intend consumers, with location-based messaging of store-enabled trade promotions. With A/B testing across consumer segments, the brand was further enabled insights to identify the best converting segments across locations to streamline efforts for accelerated growth.
19>.6%
Offers redeemed for product trial with in-moment activation of high potential consumers through mobile first messaging.
30>%
Store visits with intent for product purchase facilitated with proximity based messaging driving traffic to nearest stores at specific locations
20>+
Consumer segments A/B tested to identify the segment best converting at locations most likely to push impulse buying.
The story
Revive the love for tea !
Caaya, by Danone, a brand in the ready-to-drink tea category, symbolizes authenticity with flavor and essence. The brand was introduced in the Indonesian market with an aim to soothe the soul of tea lovers with the quintessential taste of Caaya Jasmine, powering consumers’ with the needed energy to get through their day.
Danone – Caaya
The goal
Identifying to acquire tea lovers with authentic flavor of tea !
In collaboration with Grivy, Caaya, a newly launched brand by Danone, aimed to build appropriate audiences to drive trial for the new product, Caaya Jasmine, with an end goal to accelerate brand growth with a competitive edge of in-moment activation of proximity-based messaging connecting consumer’s point of interest to purchase intent at the nearest store as supported to success with lucrative trade promotions enabled by Grivy.
The solution
Proximity based messaging at high potential locations capturing impulse to drive trial at scale with digital coupons enabled to redeem at nearby stores.
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The result
30% of targeted tea lovers found retreat in a nearby store with Caaya Jasmine !
Caaya was enabled to initiate and escalate brand recognition among relevant consumers further deriving measurable sales conversions with Grivy enabled :
● Custom Audiences to target and scale upon for effective trade promotions.
● Proximity-based messaging across mobile-first channels to capture impulse and initiate purchases among relevant consumers at stores nearest to them.
● A/B testing to arrive at effectiveness of the campaign with data insights enabled across parameters to optimize on through campaign to achieve high purchases.
● First-party consumer data collected and activated through the user journey to enable future retargeting.

Thus supporting the brand through the crucial phase of the initial launch to successfully build equity and scale affinity among high intent consumers with data-driven efforts resulting in a rapid increase in market share and justifying a high return on marketing spend
Danone – Caaya
PRODUCTS USED
Attribution
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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Grivy helped us successfully launch a new brand into the market with a location-based approach.
Corine Tap
President Director at Danone

More ways to engage with consumers

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Shopping Lists

Influence buying behavior with planned purchases.

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Digital Coupons

Activate consumers through online and offline stores.

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Online Cashback

Drive long term loyalty with instant cashback rewards.

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Digital Receipts

Understand what's in the consumer common basket.

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Authentication

Acquire consented first party consumer data at scale.

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Footfall

Drive store traffic and measure conversions.

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Scanning

Unlock digital experiences through the packaging.

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Loyalty

Drive community loyalty with key retail customers.

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Landings

Lightening fast loading landing pages.

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