Glico - Pocky

Case Study

Pocky, an eminent biscuit brand by Glico, was supported to popularize its newly launched variant with Grivy enabled online-to-offline promotional campaign targeting relevant consumers with mobile-first messaging of intriguing brand offering at the right time and place to onboard them on a seamlessly bound attributable journey to purchase. With data acquisition capabilities integrated in the campaign journey, the brand was gifted the opportunity to know who its sought-after buyers are with their first-party data and understand their buying pattern across online and offline to drive relevance in future brand efforts.

63%

Consumers showcased willingness to share their data given the thoughtfully designed value exchange and strategically triggered product trial journey.

21%

Sales Redemption leading to increased brand recognition facilitated with intriguing trade offers initiating consumers on a seamless path to product purchase.

91%

New brand buyers compared to total Pocky consumer data universe.

The Story

Feel all kinds of ‘Happy’ with the crunch 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 sought after product, and unlocks shareable moments with friends and family to remember and reminisce for the rest of our lives.

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The Goal

Winning at mini-market environment with newly launched variant

Glico Pocky collaborated with Grivy to curate the perfect promotional campaign to drive trials for its newly launched variant in mini-market chains. To achieve this agenda, the brand aimed to leverage Grivy’s ability to reach relevant consumers online with mobile-first messaging with intriguing campaign offering and onboard them on a seamless binded attributable journey to offline and online purchase at mini-market chain, Alfamart and its ecommerce platform Alfagift respectively. The campaign further powered the brand with first-party data and insights on its campaign participants to drive relevance in future efforts.

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The Solution

A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!

The Result

21% consumers felt the happiness of trying the new variant of Pocky

Pocky succeeded in driving trials for its newly launched variant at mini-market chains with Grivy enables:

Omnichannel promotional campaign engaging consumers on a journey from product awareness to product experience through purchase at partnering mini market chain, Alfamart and its ecommerce platform, Alfagift.
Mobile-first moment based messaging reaching relevant consumers with intriguing value offering at the right time and place to tap their desire and drive impulse for purchase.
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.
Customer data acquisition of first-party consumer data validating campaign participants and enabling to identification of the sought-after target segment for future efforts.
The total brand equity study revealing consumers’ perception of brand and the impact of campaign on their booming affinity.

Thus, with this campaign the brand was able to drive the swift offtake for its new variant in mini-market landscape with the digital capability to attract consumers on path to purchase at store as well as through ecommerce channel. With the first-party data and buying insights acquired on these new buyers, the brand was well-equipped to drive future growth efforts in the right direction.

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The Story

The Goal

The Solution

The Result

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