Frestea Nusantara

Frestea Nusantara

Recruiting Gen-Z consumers for newly launched variants with online to offline store promotions.

Case study
Frestea, by the Coca-cola Company, was able to acquire new consumers at scale for a new variant, Frestea Nusantara, very swiftly leveraging digital store promotions activated by Grivy for an appropriate set of audiences. Further, the brand was equipped with a relevant pool of first-party consumer data in the ready-to-drink tea category for future efforts with consumer data acquisition by the Grivy Growth Platform.
1>.8x
Uplift in Total Brand Equity enabled with digital store promotions stimulating product desire and unlocking trial for further retention.
4>.6x
Beyond benchmark Interest captured with intriguing mobile-first messaging of trade offers targeted at highly relevant audiences leveraging first-party data.
78>%
In-store redemption of product samples was successfully achieved with the dynamic efforts of reaching consumers at relevant moments to drive impulse.
The story
The original Indonesian tea !
Frestea, a 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. The new variant, Frestea Nusantara, is specially made with the original flavor of Indonesian households to evoke the native feeling of home-brewed tea with a distinct taste.
Frestea Nusantara
The goal
Raise interest and drive intent for new product variant
With an aim to enable steep take-off for the newly launched variant, Frestea Nusantara collaborated with Grivy to leverage laser-sharp targeting of store promotions to reach the right audiences in the ready-to-drink tea category with mobile-first intriguing offers and take them on a journey to product trial through modern trade channels. The brand was further optimistic about acquiring the consented first-party data of campaign participants to scale future efforts.
The solution
Motivate consumers mobile-first to pursue journey to offline trial
Phone template Image
Phone template Image
Phone template Image
Phone template Image
Phone template Image
Phone template Image
Phone template Image
The result
67% consumers are eager to repeat purchase !
Frestea was able to drive recruitments of new consumers at maximized scale making their launch a great success with Grivy integrations of :
● Online-to-offline trade promotions capturing intent with exciting offers online to drive purchases offline with location intelligence making it a seamless purchase path.
● Mobile first messaging in partnership with Telco channels to successfully capturing consumers’ interest at micro-moments of purchase decision to initiate impulse and accelerate recruitments.
● First-party data activation to target highly potential consumers in the ready-to-drink category and accelerate take-off of the new variant.
● The Brand Equity study on the brand perception among tea lovers enabling to induce affinity with the right strategy.

Thus earning the brand a rightful reputation with the convenience and relevance of Grivy's journey while powering them with a large pool of first-party consumer data through the process. The brand was further supported to gauge the consumer perception towards the new variant within the category and analyze their motivation through the journey to purchase with Grivy. This proved the much needed support to streamline their strategy to future growth.
Frestea Nusantara
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
Learn more
Coupons
Digital-first coupons to redeem products in the offline store.
Learn more
Authentication
First-party consumer data collection and activation.
Learn more
Advocacy
Share and referrals to drive earned media exposure.
Learn more
With a new variant, the first concern is to recruit new consumers at an accelerated pace by making the right noise among the right group. Grivy was our enabler in this journey. Not only did we leverage the online-to-offline transmission of purchase intent for large-scale store conversions with mobile-first digital promotion, but we were also powered with a large pool of consented consumer data to scale efforts on valuable insights on consumer buying decisions through the purchase journey.
Panji Sukma
Frontline Marketing Manager

More ways to engage with consumers

Image placeholder
Shopping Lists

Influence buying behavior with planned purchases.

Image placeholder
Digital Coupons

Activate consumers through online and offline stores.

Image placeholder
Online Cashback

Drive long term loyalty with instant cashback rewards.

Image placeholder
Digital Receipts

Understand what's in the consumer common basket.

Image placeholder
Authentication

Acquire consented first party consumer data at scale.

Image placeholder
Footfall

Drive store traffic and measure conversions.

Image placeholder
Scanning

Unlock digital experiences through the packaging.

Image placeholder
Loyalty

Drive community loyalty with key retail customers.

Image placeholder
Landings

Lightening fast loading landing pages.

Ready to connect with new consumers?

Contact Account Success