Petra Foods Limited – Silver Queen

Petra Foods Limited -Silver Queen

Expedite consumer adoption for the newly launched variant through targeted trade promotion.

Case study
Silver Queen, a pioneering chocolate brand from Petra Foods, was facilitated to successfully launch a new variant with targeted messaging to the high potential consumers with relevant trade promotion activated on the Grivy Growth Platform powered by location intelligence to drive footfall and conversions at neighborhood stores.
32>%
Purchase intent with promotional campaigns reaching consumers at moments most relevant to initiate consideration.
3>.4x
Effectiveness in trade promotion to drive purchase with A/B testing enabling to deduce the right offering and the right moment to initiate intent.
2>.6x
Uplift in consumers’ interest captured with earned media exposure of shares and referrals allowing rapid awareness through advocacy.
The story
The original taste of Indonesia !
Silver Queen, by Ceres, is a brand best defined by an authentic taste that imparts love with a range of flavours. The brand, first originated in the heart of Indonesia, has ever since spanned efforts across the globe to fulfil 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
A reason to celebrate with Silver Queen’s new variant !
In a quest to capture a new segment of consumers with their chocolaty innovations, Silver Queen aimed to launch their new product variant, Silver Queen Very Berry Yogurt. The collaboration with Grivy was with the sole purpose to accelerate this launch to success with trade promotions carefully targeted to reach the appropriate segment of consumers at moments most volatile to push purchases and initiate them on a path to product trial. The brand was further optimistic to optimize its efforts with A/B testing of communication across channels unleashing insights to derive precision and drive high return on trade investments.
The solution
In-moment activation of consumers with proximity based messaging of trade promotions enabling instant gratification of product trial
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The result
59% consumers experienced a new taste to celebrate !
Silver Queen was enabled to optimize efforts to maximize retention with the launch of new product variant assisted to success with Grivy enabled :
● 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.
● Custom audiences to identify chocolate lovers and target efforts for effective trade promotions.
● A/B testing with messaging across channels unleashing data insights across parameters to enable optimization and improve performance in on-boarding consumers with relevance in experience.
● First-party consumer data collected and activated through user journey to enable future retargeting.

Thus helping the brand to successfully onboard new consumers with the ease of purchase experience, further guiding their path to achieve loyalty with detailed analysis of campaign performance across parameters unleashing data insights to improve future efforts.
Petra Foods Limited – Silver Queen
PRODUCTS USED
Attributions
Captivating visuals conveying brand message.
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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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Coupons
Digital first codes to redeem products in the offline store.
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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

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Landings

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