With Grivy, Cadbury Dairy Milk, the legacy chocolate brand by Mondelez International, was able to power success of the engagement drive of brand hosted music concert by reaching, engaging, and converting participation of new brand buyers at lightning speed owing to the mobile-first messaging of intriguing communication to relevant consumers by Grivy, that successfully captivated their interest to avail participation in brand event. Further, the brand meaningfully leveraged this occasion to curate and communicate the rightful value-exchange of the attending the brand event and surge brand buying and acquire first-party consumer data with Grivy user journey seamlessly enabling consumer data acquisition.
Enriching experience of delicacy !
Cadbury Dairy Milk, a brand synonymous with ‘rich’, ‘creamy’ and ‘delicious’, is known to enrich consumers with a flavorful experience, touching their lives with love of chocolate and the care of milk. The brand has over the years embarked on a journey to uplift the ‘happiness quotient’ among consumers around the world with products for all age groups and across genders and proved its success by securing a special place of love in our hearts.
Reaping meaningful results of Pop Art Festival
Cadbury Dairy Milk seeked Grivy’s support to drive success for the Pop Art Music Festival in two major aspects. Firstly it aimed to reach category buyers at an accelerated rate, peak their enthusiasm and boost participation for the brand event. Further the brand aimed to utilize the increased engagement to surge brand purchases and acquire a large pool of first-party consumer data, as well-integrated in the Grivy user journey as a prerequisite to unlock the concert experience. Thus the brand was presented with maximized return on its marketing spend and also well-equipped to relevantly target the right audience with future marketing efforts.
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
A festival to rejoice with 28% new brand buyers !
CDM was enabled to stir up the brand engagement and drive participation in the brand hosted Pop Art festival with Grivy enabled features of: Mobile-first messaging evoking consumers’ enthusiasm at the right time and in the right way with intriguing communication and unlocking opportunity to boost sales as prerequisite to concert experience. 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 in partnership with Whatsapp, validating campaign participants and enabling to identification of the sought-after target segment for future efforts. Advocacy enabled with social media shares & referrals, encouraging consumers to share their fun-filled product experience and bring organic audiences to the campaign. *Receipt scanning of purchase details integrated as prerequisite to concert experience unleashing basket insights for further analysis of consumer buying behaviour. With this campaign the brand was supported with an user journey that would reach, engage and convert new buyers at the right place and with the right communication by taking them through a binding journey from click, purchase, scan receipt/photo authentication, data submission and finally ticket confirmation. Further, the brand was enabled with first-party consumer data profiles enriched with actionable insights on their buying behaviour to power future growth strategies.
