The Coca-Cola Company

Case Study

The Coca-Cola Company launched the K-Wave Limited Edition campaign with Grivy to connect with K-POP fans and boost Coca-Cola Zero Sugar sales. Through an integrated online-to-offline journey, consumers purchased two cans, scanned the QR code, uploaded receipts, and received exclusive K-POP virtual concert access. The campaign increased purchase intent, strengthened brand equity, and drove valuable first-party data collection for future targeted marketing.

87%

High purchase intent reflecting the campaign’s ability to convert emotional engagement into tangible buying behavior.

88%

Unprompted brand recall outperforming benchmarks in the zero-calorie soft drink category.

39%

Authentication rate, capturing a meaningful share of participants and providing a solid base for future retargeting.

The Story

Turning K-POP Exctiment Into Purchases

Coca-Cola Zero Sugar K-Wave Limited Edition was designed to capture the hearts of Indonesia’s vibrant and youthful K-POP community. Recognizing the cultural influence of Korean entertainment, the brand sought to blend product enjoyment with lifestyle passion points. The campaign offered fans an emotional connection—turning each purchase into a gateway to exclusive experiences. By integrating a unique combination of purchase-based rewards and digital engagement, Coca-Cola built a bridge between the beverage aisle and an unforgettable K-POP concert. This approach not only generated buzz but also reinforced the brand’s relevance among a highly engaged audience segment.

The Goal

Boosting Sales with an Irresistible Experience

‍The primary objective was to drive purchases of Coca-Cola Zero Sugar K-Wave Limited Edition while cultivating a deeper emotional connection with fans. By offering exclusive virtual K-POP concert access as a reward, the brand aimed to inspire repeat purchases, collect valuable first-party data for retargeting, and elevate brand equity. Targeting young, trend-conscious consumers in urban centers, the campaign was designed to stand out in a competitive beverage market while appealing to lifestyle aspirations.

The Solution

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

The Result

The campaign exceeded expectations, achieving strong participation rates and meaningful brand impact. Authentication and approval rates highlighted smooth consumer flow, while advocacy efforts significantly expanded reach. Brand equity uplift and purchase intent confirmed the effectiveness of combining lifestyle passion points with product engagement.

High authentication rate of over one-third of participants, reflecting strong consumer willingness to engage and share their details.
Nearly half of all submitted receipts were approved, indicating a smooth and user-friendly participation process.
Significant improvement in brand recall compared to standard category benchmarks, showing the campaign’s ability to stand out in consumers’ minds.
Noticeable uplift in brand equity versus the control group, demonstrating a stronger emotional connection and purchase intent among participants.

This initiative not only fueled short-term sales but also laid the foundation for long-term consumer loyalty through enriched first-party data.

The Story

The Goal

The Solution

The Result

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