Fanta Rasa Jeruk Dengan Vitamin C

The Coca-Cola Company - Fanta Rasa Jeruk Vitamin C

Conquering consumer acquisitions with gamified omnichannel trade promotions driving incremental sales conversions.

Case study
Fanta was enabled in shaping opportunities for repeat purchases while acquiring new recruitments in consistent collaboration with Grivy. In this campaign, the brand was presented to define and act upon a steady growth strategy with consented consumer data and subsequent insights from previous campaigns and further gauge the growth parameters with the total brand equity study. A mobile-first approach in taking consumers from online to offline with gamification integrated into consumers’ journey to purchase resulted in sweeping transactions across a range of offline channels.
2>.2x
Uplift in Sales Redemptions with a strategic mix of trade offers extensively enabled across mini-market chains and QSRs.
93>%
Recorded as Intent for repeat purchase across highly relevant consumer groups owing to the seamless purchase experience.
13>%
Interest captured with earned media exposure with shares and referrals facilitated by Grivy user journey.
The story
When you think of fun, think of Fanta !
With an aura so bold and a color so bright, the brand is always on a quest to create fun and happy moments for its consumers. The fruity flavors and vibrant brand persona have made it one of its kind and nurtured consumers with a zing of freshness, making every sip a delight.
Fanta Rasa Jeruk Dengan Vitamin C
The goal
Expanding the horizon of fun filled experience with Fanta
Fanta aimed to engage and activate consumers with an exciting journey to product purchase with an omnichannel promotional campaign reaching relevant consumers with an offer most intriguing to them. Intending to expand reach and boost conversions, they explored the perfect mix of media coverage to tap all possible moments of consumers' impulses to drive purchases at offline channels of the highest relevance. While learnings from previous campaigns was a key enabler of success, in this campaign, the brand further aimed to gauge the relevance of its growth strategy with an extensive survey presenting the factors upholding the brand's total brand equity.
The solution
Acing the game of engagement and retention with real-time optimized omnichannel trade promotions
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The result
Seized the potential of repeat purchase with 82% consumers
Fanta saw upliftment in positive brand perception and drive purchases at scale with Grivy integrations of:
● First-party consumer data from previous campaigns enabling to direct efforts to a well-defined audience segment with the highest potential to convert.
● Conversions attributed from online to offline enabling to gauge the impact of efforts across channels and sharpen their strategy accordingly.
● Shares & referrals, a key feature of Grivy user journey, enabling consumers’ to advocate their choice and drive earned media exposure for the brand.
● Post campaign total brand equity study across consumer groups enabling the brand to analyze their growth in equity with a comprehensive view of crucial factors impacting growth.

Thus with consistent support from Grivy, the brand achieved clarity in actions to unlock relevant values for rightful consumers across stages of their life cycle and captivated intent for repeat purchases. Further with a blissful experience of product and presence across the horizon of online and offline consumers were accelerated on their path to loyalism enabling them to drive high return on the brand’s marketing spend.
Fanta Rasa Jeruk Dengan Vitamin C
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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With many choices and changing preferences within the category, we recognize the need to maintain a consistent and relevant relationship with our valuable brand buyers while simultaneously striving to onboard new consumers. Achieving synergism in our efforts in both directions and reaching each consumer with an offer relevant to their life cycle stage is a challenge we sought to overcome with Grivy. With all our learnings from our previous collaborations integrated into the efforts of this campaign and further sharpened to relevance with real-time optimizations basing user behavior across events of the user journey, the Grivy Growth Platform is a boon to our growth strategy.
Jessica Harsya
Front-line marketing manager

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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