With an upper funnel media drive, Frestea, a ready-to-drink tea brand by The Coca-Cola Company, was able to associate with the break-moments of Gen-Z consumers within the category owing to Grivy-owned third-party shopper data. This was followed by a lower funnel promotional campaign targeted at consumers’ highly relevant micro-moments to translate the spiked excitement into new consumer recruitments. The integration of raffle tickets in the post-purchase journey, unlocking the opportunity to win prizes, stimulated participants to submit basket data, thus further activating them for future retargeting efforts with meaningful insights on their buying pattern powered by first-party data validating these participants.
Feel fresh with each sip of authentic ready to drink tea !
Frestea, a well-known brand for tea lovers, has proved its value with taste and quality. Even with a range of variants to entice consumers with new flavors, the brand has withheld the authenticity of tea with the best tea leaves infused in each Frestea bottle. With a refreshing essence in each of its products, each sip of Frestea hits consumers with the right kind of energy and a burst of flavorful sensation of premium quality tea, enabling a retreat to the hectic everyday lives of consumers.
Initiate purchase frequency by drawing association with break-moments of consumers’ day
In partnership with Grivy, Frestea aimed to double down on its end goal of accelerating market share by creating opportunities for repeated product purchases among an untapped segment of Gen-Z consumers, well-defined with Grivy-owned third-party category data overlaid with brand-owned first-party consumer data from previous campaigns. Positioning itself as an enhancer of fun and adventure, the brand focused on making its way into consumers' "break-moments" and initiating daily life habits with Frestea. The lower funnel campaign integrating raffle tickets in the post-purchase journey encouraged onboarded consumers to share their scanned purchase receipts. The pool of basket data and first-party consumer data was pivotal to shaping future efforts for overall growth with insights into the buying behavior of validated new brand buyers.
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
77% consumers took a break with Frestea!
Frestea was enabled with the opportunity to drive new growth with accelerated recruitments leveraging Grivy integrations of:
Thus, with this campaign, the brand has been able to elevate market share with the competitive advantage of data-driven laser-sharp targeting of the campaign, further optimized with real-time insights at each step of the process, accelerating the pace and scale of new recruitments. Owing to its strategic reinforcement as the desired drink for fun-filled experiences among the Gen-Z population, the brand has successfully associated with moments of repeat purchase among validated new brand buyers.
