.jpg)
Wardah partnered with Grivy to turn a Bali Marathon-themed sunscreen offer into measurable retail purchases. The campaign combined a digital coupon journey with ongoing reminders, exceeding its redemption target while capturing first-party consumer data. A separate brand study found stronger brand equity among campaign participants than the control group.
Connecting Sun Protection With a Timely Purchase Opportunity
The Bali Marathon gave Wardah a relevant occasion to connect its UV Shield range with outdoor activity and everyday sun protection. Targeting consumers in Jabodetabek and Bali, the campaign offered a discount on selected sunscreen products through participating Indomaret and Alfamart channels. Grivy connected digital messaging and in-store screens with a mobile coupon journey, while reminders helped consumers return to their claimed offers and complete a purchase.
.jpg)
Drive Sunscreen Purchases and Understand Consumer Response
Wardah aimed to exceed its redemption target while building a first-party audience for future engagement. Beyond purchase volume, the brand wanted to understand which channels and retail journeys converted most effectively, alongside how campaign participants compared with a control group on brand recall, recommendation, and purchase intent.
A digital claim-to-purchase journey combining a sunscreen discount with multi-channel activation and ongoing reminders, supported by retailer-level redemption tracking and a control-group brand study.
More Than Doubling the Redemption Target With Strong Conversion
The campaign achieved 206% of its redemption target, converting 72% of claimed coupons into purchases. Cost per conversion finished 51.5% below plan, while ROAS reached 1.31x against a planned 0.65x. The brand study also recorded total brand equity approximately 5% higher among participants than the control group, with higher recall, advocacy, and purchase-intent scores.
Wardah gained both retail purchase results and a clearer view of how consumers responded to the offer. The findings provide direction for future activations through retailer-specific reminders, better redemption-window communication, and messaging grounded in the sun-protection benefits consumers value.
