Petra Foods Limited – Silver Queen

Petra Foods Limited -Silver Queen

First-party data-driven efforts to retarget trialists and take them to loyalists with relevant trade promotions.

Case study
After successful recruitment of new consumers for the newly launched variant, Silver Queen very berry yogurt, Silver Queen extended their efforts to master retention and expand acquisition across channels, in a subsequent promotional campaign utilizing previously acquired first-party consumer data to scale upon with relevant retargeting of high intend consumers as enabled by Grivy.
20>%
Purchase intent with promotional campaigns reaching consumers at moments most relevant to initiate consideration.
16>%
Repeat Purchases initiated with relevant targeting efforts defined to relevance with previously acquired first party consumer data.
2>x
Uplift in consumers’ interest captured with earned media exposure of shares and referrals allowing rapid awareness through advocacy.
The story
A chocolate heritage !
Silver Queen, by Petra Foods, is a brand best defined by an authentic taste that imparts love with a range of flavors. The brand first originated in the heart of Indonesia has ever since spanned efforts across the globe to fulfill the cravings of chocolate lovers. Taking upon its stride to conquer the world of chocolate with consistent innovation to derive unique compositions, the brand has yet again introduced a new variant, Silver Queen Very Berry Yogurt, to intrigue and delight consumers.
Petra Foods Limited – Silver Queen
The goal
Reconnect to retain the love for new variant
After successfully introducing a new variant to chocolate lovers, Silver queen now aimed to define a path to convert them to brand lovers with trade promotions sharpened to relevance with previously acquired first-party consumer data enabling opportunities to retarget the right audience and drive repeat purchases with a meaningful personalized experience.
The solution
The shortest path to repeat purchase with in-moment activation of first-party data driven trade promotion
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The result
Silver lining acquisition with 36.7 % consumer retention !
Silver Queen was enabled to run trade promotions at 2x effectiveness to retain consumers’ interest and support intent to drive purchases with Grivy enabled :
● Custom Audiences to target and scale upon for effective trade promotions.
● Proximity-based messaging across mobile-first channels enabling in-moment activation of relevant consumers tapping their impulse to initiate purchase among at store locations nearest to them.
● A/B testing across parameters unlocking data insights to realize what resonates best with consumers and optimize efforts to effectiveness.
● First-party consumer data collected and activated through the user journey to enable future communication and drive long-term connections with highly valued consumers.

Thus helping the brand to build on a framework to capture the mental availability of consumers and initiate them on a path to loyalty with efforts personalized to define a blissful experience with product and presence, further supported to success with data-driven optimization to derive precision in trade promotion.
Petra Foods Limited – Silver Queen
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Coupons
Digital-first coupons to redeem products in the offline store.
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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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The closer we get to our consumers, the better we understand them and sooner we delight them. This was the motto of our collaboration with Grivy. Letting us into the consumers’ ‘moments of truth’ helped us reach them with a relevant experience and activate them on a swift path to product purchase. The first-party consumer data, collected and activated through the process, was no less a highlight of our partnership as it enabled us to full-proof our future efforts of retargeting the right consumers with a personalized experience to maximize retention.
Ivonne Dewi
Marketing Manager - Ceres - Silverqueen

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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