Glico – Pocky

Glico - Pocky

A deep dive into modern trade promotions to drive measurable impact across stages of consumer lifecycle.

Case study
Pocky, in collaboration with Grivy, powered by upper funnel media from InMobi, was enabled to take the digital road to successful lower funnel activation, by reaching consumers mobile-first to tap interest and boost intent for in-store purchases. Thereby the brand was well equipped to drive full-funnel impact, measurable with verifiable sales conversions, with dynamic trade promotions unlocking personalized value offerings for each consumer segment, resulting in recruitment of new consumers and retention of the existing brand buyers.
50>%
New consumers recruited successfully with mobile-first approach of digital campaign boosting brand awareness to accelerate product trial.
69>%
Sales Redemption leading to increased brand recognition facilitated with intriguing trade offers initiating consumers on a seamless path to product purchase.
100>%
Intent to purchase captured with personalized promotional offer made available to relevant consumers.
The story
Feel all kinds of ‘Happy’ with the crunch and taste of ‘Pocky’ !
Pocky, a brand owned by Glico, lights up the mood and fills up the heart of its young consumers with its perfect balance of creamy chocolate and crunchy biscuit. The brand offers a reason to rejoice with each bite of many sought-after products and unlocks shareable moments with friends and family to remember and reminisce for the rest of our lives.
Glico – Pocky
The goal
Convergence in efforts, divergence in results!
Pocky, an eminent biscuit brand by Glico, aimed to identify its valuable brand buyers while simultaneously acquiring new consumers for product trials with a digitized promotional campaign that is dynamic in driving success with incremental sales conversions and further facilitates tracking capabilities to analyze consumers’ purchase behavior at each step of the process. Thus the brand was powered to establish a robust strategy for retention, recruitment, and overall growth by converging efforts from online to offline.
The solution
The right offer for the right shopper to conquer acquisition and foster retention simultaneously.
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The result
Realizing campaign potential at best with 100% purchase intent !
Pocky was supported to deep dive into omnichannel trade promotions seamlessly targeting consumers at different stages of the acquisition funnel with Grivy enabled :
● Retail management in partnership with Indomaret seamlessly integrating store enablement to carve a smooth path to product purchase with trade promotions.
● First-party consumer data unleashing a precise view of potential and existing brand buyers to help establish a robust strategy for future growth.
● Call-to-action with location intelligence to capture impulse and drive store footfall for product purchase.
● Analytics integrations enabling to track and analyze through each user event and unlocking actionable insights relevant to measuring the impact of efforts and scope for improvements.

Hence the brand was able to master the nuances of the digital landscape with an Omni channel mobile-first approach of Grivy campaign to build and foster a direct connection with shoppers to win at retail with accelerated sales, thus maximizing return on trade investment.
Glico – Pocky
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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Our partnership with Grivy was imminent to derive a growth strategy with consumer data unlocking insights most useful. With personalization offered in trade promotions, we were able to unlock the right value for each consumer and drive conversions at different stages of the acquisition funnel. The convenience of seamless path-to-purchase enabling a transparent and delightful experience of product was key to establishing a direct connection with our much-valued consumers.
Kartika Tirta Putri
Marketing Manager - Glico
Grivy adds to the accountability of our efforts to drive results with attributable sales impact facilitated with their lower-funnel promotional campaign translating the interest captured among relevant consumers to purchase intent thus helping us present the brand with a wholesome package of full-funnel impact aiding high return on marketing spend.
Om Joshi
Head of partner solutions, InMobi

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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