Kraft Heinz – ABC Sari Kacang Hijau

Kraft Heinz - ABC Sari Kacang Hijau

Boost brand consumption with incremental sales conversions facilitated with digital trade promotions by Grivy.

Case study
Kraft Heinz was able to boost consumption for their product, Sari Kacang Hijau, with Grivy enabled digital campaign, optimized to precision with A/B testing across parameters maximizing activation of appropriate consumers to drive high sales conversion with the right offer at the right moment. The promotional campaign, aided by upper-funnel media assistance, successfully translated increased online recognition to offline purchase intent with a well-defined path to store purchase.
30>
Regions A/B tested across Indonesia to derive the best location to expand efforts for highest conversions and high return on trade investments.
1>.4x
Uplift in product purchases with Grivy enabled digital trade promotions reaching consumers mobile-first with intriguing offers to initiate purchase with ease.
2>x
More relevant consumer segment identified to direct efforts at for effective sales conversions and subsequent brand loyalty.
The story
Delicious food for every occasion !
Kraft Heinz,a globally trusted producer of delicious food and drinks, is well known to serve its valued consumers with a range of food options with prime importance to great quality and high nutrition value, thus supporting healthy consumption on every happy occasion.
Kraft Heinz – ABC Sari Kacang Hijau
The goal
Bind interest to drive purchase leveraging a pique into consumers’ mind
With an objective to accelerate the sale of products, Sari Kacang Hijau, and Kraft Heinz ABC collaborated with Grivy to leverage the insights-driven optimizations leading relevant consumers on a binding path to store purchases with digital trade promotions redeemable at nearest store locations. Further, the brand was set on a path to achieve its end goal of defining a suitable plan to unlock new growth opportunities with a comprehensive view of consumers’ zero moments of truth.
The solution
Trade promotion designed with precision to increment sales at a prominent scale.
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The result
Krafting success with 1.4x increment in purchase !
Kraft Heinz ABC was supported to onboard users on a seamless path to store purchase and accelerate brand consumption with increased recognition with Grivy enabled:
● Retail management in partnership with Alfamart seamlessly integrating store enablement to carve a smooth path to product trial with digital sampling.
● A/B testing to derive a call-to-action most compelling to attract interest and drive the purchase of consumers.
● Proximity-based messages tapping consumers' impulse to drive in-moment purchase decisions with relevant call-to-action of exciting trade promotions.
● Analytics integrations enabling to track and analyze through each user event to unlock actionable insights relevant for measuring the impact of efforts and scope for improvements.

Thus the brand was presented with the opportunity to achieve clarity in efforts with insights on consumers’ buying behavior, unleashing a view of consumer moments of truth and enabling to drive actions to tap micro-moments of purchase decision among relevant consumers.
Kraft Heinz – ABC Sari Kacang Hijau
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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Our collaboration with Grivy set the base, with data and insights, to define a clear-cut approach to reaching consumers’ most valuable with an experience highly relevant. Grivy further supported our immediate goal of high sales transactions by seamlessly integrating points-of-interest online to points-of-purchase offline with digital trade promotion powered with location intelligence for laser-sharp targeting and activation.
Pratama Andrian Gunarso
Media and Promotion Executive

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Lightening fast loading landing pages.

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