The Coca-Cola Company – Sparkling Group – MT

The Coca-Cola Company - Sparkling Group

Building on hype of Fifa World Cup to create purchase occasions for incremental sales with a lower funnel promotional campaign

Case study
The Sparkling beverage group owned by the Coca-Cola Company was able to tap the hype for Fifa World Cup to drive volumes in sales with Grivy-enabled lower-funnel promotional campaigns unlocking purchase opportunities at modern trade channels with exciting value offers for well-defined target groups curated with Grivy-owned first-party and third-party shopper category data. By integrating the excitement to win prizes with raffle tickets in the post-purchase journey, the company was able to collect a pool of scanned receipts along with validated first-party consumer data, unleashing insights into the shopping behavior of brand buyers to power their future efforts to drive purchases.
2>x
Participation rate among consumers who were introduced to the Grivy campaign, showcasing the excitement for product purchases.
2>x
Repeat purchases owing to the excitement of winning prices with raffle tickets stimulating frequency of purchase among brand buyers.
2>x
Purchases per participant leveraging relevant value offering through Grivy campaign enabling high return on investment.
The story
Sparkling up life with each fizzy sip !
The Coca-Cola Company, a world-famous beverage company since its establishment in 1886, has presented the world with a burst of refreshing energy. With a century of legacy behind, the company has continuously evolved with a range of products, keeping up with changing consumer preferences. It has lived up to its simple objective of making a fun-filled difference in consumers' life across the globe, adding a spark of energy, much-needed to ace life every day.
The Coca-Cola Company – Sparkling Group – MT
The goal
Unlocking new purchase occasions insync with the excitement of Fifa World Cup
The Coca-Cola Company Sparkling beverage group collaborated with Grivy with a simple objective to unlock opportunities for bulk purchases among its brand buyers and stir up their buying frequency. Grivy created this opportunity by associating the hype of the Fifa World Cup with product purchases by integrating the chance to win soccer-related hampers with raffle tickets in the purchase journey and intrigue consumers to drive frequency of participation. Owing to their previous collaborations with Grivy, the company leveraged the previously collected first-party data along with Grivy-owned category data to target a well-defined audience with a well-defined path to store purchase, aiming for a steep uptake in sales numbers at modern trade channels.
The solution
An enticing journey to nearest modern trade stores with an opportunity to ‘taste a win’ with each fulfilled purchase
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The result
Fizzed up the Fifa experience with _______ purchases !
The Coca-Cola Company was enabled with a steep uptake in sales leveraging Grivy integrations of:
● Grivy owned third-party shopper data enabling laser-sharp targeting of relevant consumers or maximized participation in the campaign.
● Activation of first-party data collected in previous campaigns enabling to identify brand buyers to target for repeat purchases.
● End-to-End Retail management enabling the opportunity to define a seamless online to offline path to purchase and drive traffic to the nearest stores to consumers.
● Tracking capabilities integrated at each step of the Grivy user journey enabling to assess consumer interactions to optimize the campaign in real-time and drive maximized purchase intent.
● Advocacy enabled with shares & referrals, encouraging consumers to share their fun-filled product experience and bring organic audiences to the campaign.
● Customer data acquisition validating campaign participants and enabling to identify the sought-after target segment for future efforts.

Thus, with this campaign, the brand was enabled to power its immediate goals to amplify sales. Simultaneously, it was presented with the opportunity to nurture its long-term goal of increasing brand affinity by associating product experience with fun and excitement by syncing campaign efforts with the hype of the Fifa World Cup. The company unleashed its future potential for retargeting by gauging consumer buying patterns, validated at each step of the journey, with first-party data acquisition analyzed to draw meaningful insights.
The Coca-Cola Company – Sparkling Group – MT
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Authentication
First-party consumer data collection and activation.
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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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Advocacy
Share and referrals to drive earned media exposure.
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Receipts
Scanning receipts to activate basket data for future analysis.
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New recruitments reach their full potential in the ability to power growth when they initiate purchases with increasing frequency. The ability to create the opportunity for repeat purchases by targeting brand buyers with the right communication and place makes our partnership with Grivy stronger. With Grivy, we are presented with the unique opportunity to activate the previously collected first-party data from past campaigns and master laser-sharp targeting to drive maximized purchases. Needless to say, the partnerships managed end-to-end by Grivy, allowing consumers a seamless path to purchase across offline trade channels, have always proved pivotal to achieving our goals at an accelerated pace.
Panji Sukma
Frontline Marketing Manager at The Coca-Cola Company

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

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