Partnering with technology platform Grivy, Coca-Cola was able to leverage in-depth consumer journey insights and scale them into a campaign that helped its Coke brand win over new generation Z consumers in Indonesia.
Objective:
Coca-Cola wanted to recruit the next generation of Coke drinkers and increase market share in a crowded ready-to-drink category, which had historically been dominated by ready-to-drink tea — especially in Indonesia, where this campaign was based. Young people there prefer ready-to-drink tea over carbonated soft drinks, making them a difficult target for the Coke brand.
With the help of the Grivy Growth Platform, which captures and analyzes all consumer events on the path to purchase and then delivers insights at scale, Coca-Cola wanted to empower the Coke brand team to make decisions based on data instead of assumptions.
Target Audience:
The target audience identified was members of generation Z. The brand wanted to connect with these individuals during break moments, particularly during the afternoon when they were inactive after school but before the evening and during "nongkrong" moments (hangouts) with friends at night.
Creative Strategy:
For this activation program, Coke wanted to measure the entire marketing funnel, from click to purchase in the store. The upper-funnel media was supported through a collaboration initially with GroupM — MediaCom. Whereas the lower-funnel assisted media was provided by Grivy's partners, including local telecom companies, as well as app-based platforms including Samsung Gift, LINE, and Google Local Guides.
Context:
This campaign is the continuation of an always-on campaign in which Coke strives each quarter to exceed the industry benchmarks on all metrics including landing rate, authentication, intent, purchase, and advocacy. The projected continuation of the program's success had the potential to double recruitment numbers.
Overall Campaign Execution:
The enabling technology provided by Grivy helped the Coke brand team to deliver on its KPIs. Performance was driven by a strong collaboration between the media team, the media agency, the brand team, the retailer team, and Grivy. The technology used was proven to be scalable, with tens of millions of event data points coming in on a real-time basis.
For the first time ever, the teams could measure not just the role of advertising platforms from a conversion point of view, but also how much value was created by each channel for each milestone in the consumer journey. Attribution analysis helped teams to understand data-driven attribution from a holistic point of view rather than looking at how traffic was acquired and then converted. Enabling technology and value-added, creative services helped the brand to have all store-enablement complexities sorted by Grivy.
Mobile Execution:
This campaign was mobile-first and 95 percent of all traffic came from mobile. Any campaign that is direct to offline conversions must be mobile-first, as proximity moment activation is key to driving success.
A white-label web app was created to engage with consumers across the entire journey, from impression to purchase. Location and event-based notifications were sent through the web app to drive conversions across each step of the path-to-purchase journey. Event data was then used on a real-time basis to unlock necessary in-flight campaign optimizations.
This sampling program was the largest ever executed by The Coca-Cola Company. Enabling technology helped the brand to drive conversion across the entire funnel. From impression to purchase, user events were captured and in real time and sent back to the respective platforms to optimize literally across each step of the funnel.
Coke achieved a whopping 69 percent conversion at the lower funnel, driving millions of transactions through Indonesia's largest retail chains Alfamart and Indomaret. A significant portion of the traffic came through advocacy, which is shares and referrals through messaging apps including Wechat, WhatsApp, LINE, Telegram, Snapchat, Messenger, and social groups.
The results were extremely impressive: More than 10 million first-party data profiles were created, with over 6 million conversions achieved in 37,000 retail stores across the country. Furthermore, Coke drove incremental traffic with social-advocacy features through trackable shares and referrals on WhatsApp, WeChat, LINE, Snapchat, Telegram, and Facebook Messenger, which brought in even more traffic and engagement up to a point at which over 25 percent of the campaign was driven by earned media. This unlocked a massive 1.6-fold efficiency gain on upper-funnel media investment in terms of dollar to transaction value per media dollar spent.
With the understanding that real brand growth comes from recruiting new consumers, Coke achieved an impressive new consumer recruitment rate of 72 percent.
