In strategic partnership with Grivy, the Coca-Cola Company amplified brand trials with a full-funnel campaign that triggered brand consumption moments in association with consumers’ passion for music, specifically targeting the KPOP craze of Gen-Z category buyers. The brand enabled consumers with a 360-degree connected experience from online & offline upper funnel media exposure to a lower funnel campaign uniquely designed to map consumers’ path to purchase and beyond and tracked their journey from their interest to intent for real-time behavioral insights and first-party consumer data.
Fizz of joy in each sip !
The brand, with a legacy of a century and more, has devoted itself to refreshing and rejuvenating consumers. A cooling sensation with an enticing fizz symbolizes the joy that Coca-Cola brings, making it a go-to brand around the globe. With ever-changing consumer preferences, the brand remains at the top of its game to exceed expectations with each new innovation
Build on KPOP passion to create desired perception for sales offtake
In partnership with the Grivy Growth Platform, the Coca-Cola Company aimed to tap the interest of the huge KPOP fanbase in Indonesia and drive massive brand trials with increased brand affinity. It further aimed to acquire new consumer first-party data profiles along with insights on their buying behavior to drive relevance in future efforts for new net growth. To accomplish this, the brand planned a full-funnel campaign to reach category buyers at break moments associated with their passion for music with intriguing promotional content online, offline, and out-of-home. The campaign would direct them on a path to purchase with the exciting opportunity of winning KPOP-related goodies in the post-purchase journey enabled by a raffle mechanism. The campaign with Grivy mapped the brand’s journey from exposure to experience at mini market chains near buyers in partnership with Alfamart and Indomaret.
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
Refreshing the brand hype with 25% campaign participation !
The Coca-Cola Company was enabled to escalate purchases for its Sparkling group of beverages leveraging the Grivy integrations of:
This campaign thus opened up a 360 interactive experience between brand and category buyers taking consumers on a journey from discovery to purchase and retention with post purchase activation. The promotional campaign by Grivy supported consumers’ path to purchase from both online and offline point-of-interest to point-of-purchase at mini market stores. Further, with sound understanding of consumers’ perception and purchase motivation with respect to the brand and the competitors within category, the brand was all set to conquer higher market share the right way.
