With the Grivy Growth Platform, Coca-Cola, the iconic brand of The Coca-Cola Company, was able to ramp up the launch of a new SKU for its sought-after variant Coke Zero with accelerated onboarding of new consumers for product trial. The Grivy managed category data acted as the pillar to target the relevant health-conscious consumer segment with an online to offline promotional campaign activated in partnership with mini market chains Alfamart and Indomaret to attract consumers on a seamless path to offline product experience. With first-party data acquired on the campaign participants and the total brand equity survey gauging their brand perception and purchase motivation, Coca-Cola was presented the one-off opportunity to connect with its identifiable new buyers and derive meaningful insights to drive future growth strategies.
A lifetime of refreshing customers
As a brand first established in 1886, Coca-Cola has stood the test of time with a simple purpose of keeping its customers refreshed and delighted. With its roots in simplicity, it has remarkably embraced every evolving phase in consumer market and has managed to drive connection with innovation. With the changing terms of consumer preference in the beverage category, the brand has yet again proved its agility in quenching thirst of its sought-after customers with its new Coke Zero meant for occasions when you make a health-conscious choice in beverage consumption.
Seize new occasions for brand consumption among new consumers
Coca-Cola, the stalwart sparkling beverage brand by The Coca-Cola Company, with its variant Coke Zero aims to meet the shifting expectations within the Sparkling category for a healthier choice of beverage. With a newly launched SKU for Coke Zero, the brand collaborated with Grivy to popularize the variant and drive trials for the same with a hyper-targeted online-to-offline promotional campaign enabling it to reach the relevant health-conscious consumer segment within the Sparkling category and intrigue them on a seamless journey to the offline product experience. With first-party data acquisition abilities integrated into the Grivy user journey, the brand focused on further knowing who its buyers are and understanding their perceptions to maintain agility in meeting their expectations and nurturing their loyalty to the brand in the future.
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
20% new consumers made the conscious choice of Coke Zero!
Coca-Cola was enabled to escalate trials for newly launched SKU of Coke Zero leveraging Grivy integrations of:
Thus, this campaign proved a two way support system. It enabled to expand exposure for Coke Zero among the right audiences, accelerated further with shares and referrals enabling digital word-of-mouth for large scale trials. It further helped the brand identify who these buyers are, their purchase pattern and motivation crucial to develop retargeting strategies and in maintaining agility in meeting their evolving expectations.
