Frestea, a ready to drink tea brand by the Coca-Cola Company was able to tap into consumers’ excitement of Ramadan and leverage their willingness to try new things in the festive season to recruit new brand buyers at an amplified rate with a Grivy-enabled promotional campaign. Owing to the mobile-first browser notifications captivating consumers’ interest at a fastened pace and taking them on a seamless journey to offline product purchase made exciting with gamification integrated, the brand was able to cut the competitive clutter and stand out with its marketing efforts. While the brand well-utilized third party Grivy-owned category data to sharpen upper funnel targeting, first-party data acquired on campaign participants along with tracking of consumer interactions across touchpoints cumulatively presented the clear picture of the new buyers and their purchase motivation and trends vital to shape future brand efforts.
Feel fresh with each sip of authentic ready to drink tea !
Frestea, the 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 product, 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.
Establishing a ritual - breaking the fast of Ramadan with Frestea
In partnership with Grivy, Frestea aimed to leverage consumers' willingness to try new things in the festive season of Ramadan and onboard new brand buyers at a large scale. This was made possible with an Grivy-enabled end-to-end integrated full-funnel campaign reaching category buyers at the upper funnel across online, offline, and out-of-home channels, directing them to the mobile-first gamified journey to drive lower-funnel conversions at their nearby offline mini-market chains. The mobile-first moment-based messaging of value offering was pivotal to attracting consumers' attention at the micro-moments of peak purchase potential and driving trials at maximized rates. The first-party data acquired through the online-to-offline purchase journey helped the brand in acquiring enriched consumer data profile with actionable insights to drive future brand decisions.
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
90% new consumers celebrated Ramadan with Frestea
Frestea was enabled the opportunity to drive new growth with accelerated recruitments leveraging Grivy integrations of:
With this campaign the brand was not just enabled a successful recruitment drive but was set on a path to prove category leader with ability to strategize appropriate future efforts for new net growth owing to the data insights on consumer purchase pattern furnished by Grivy attributing the place, time and pattern of motivation and purchase along with identifiable first-party data collected on the new buyers.
