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Good Day set out to energize Indonesia’s RTD coffee segment with a campaign that combined precision marketing, behavioral learning, and competitive benchmarking. Designed as a nationwide Alfamart value offer, the activation engaged coffee lovers across Grivy, Samsung, Bonstri, and Smartfren, turning online curiosity into offline redemption.What made this campaign different was its multi-brand comparative strategy — running Good Day, Nescafe, and Indocafé within the same funnel to uncover behavioral insights and identify what truly drives redemption.Good Day didn’t just compete — it learned. The campaign revealed that 22% of participants were non-Good Day drinkers, proving its power to convert competitor users through intelligent targeting, extended coupon validity, and consistent engagement across multiple digital ecosystems
From claim to conversion — brewing loyalty through insight
In an increasingly crowded coffee aisle, Good Day aimed to reaffirm its leadership while welcoming new audiences. The campaign launched with a 44% value offer, distributed across multiple channels with the goal of attracting both existing and competitor-brand users. Through Grivy’s funnel optimization, Good Day built a seamless digital-to-retail journey that rewarded curiosity with instant gratification. Consumers claimed their coupons online and redeemed them at Alfamart, while data analytics mapped every stage of their behavior. The campaign’s cross-brand inclusion turned competition into opportunity — showing not just how many people engaged, but why they did. By identifying the motivations behind coffee choice and redemption timing, Good Day gained the strategic clarity to shape future product and media planning
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Converting cross-brand curiosity into loyal consumption
Good Day’s mission was to grow market share and increase relevance among a younger, mobile-first audience. Beyond redemption volume, the brand sought to uncover actionable insights about category behavior — discovering what drives authentication, timing of redemption, and the appeal of value offers versus emotional triggers. The ultimate goal was to balance performance with learning, ensuring that every digital touchpoint fueled smarter decisions for future growth.
A data-driven funnel perfected through real-time optimization.
From redemption to revelation — when data becomes the differentiator
The Good Day Q1 2025 campaign redefined how coffee brands measure success. By achieving 3x higher redemption efficiency than market benchmarks, it demonstrated that precision targeting can drive both conversion and understanding. Beyond the numbers, Good Day grew its consumer base, captured key insights into competitor behaviors, and strengthened loyalty among existing users. The brand’s commitment to learning — not just selling — positioned it as a category thought leader, transforming data into a powerful asset for strategic growth.
