By leveraging the festive season of Ramadan and consumers' willingness to try new products, Coca-Cola successfully recruited new drinkers and increased brand awareness. The campaign showcased a high level of innovation. It creatively integrated mobile-first browser notifications, gamification, and moment-based messaging to engage and captivate consumers. The use of Grivy-enabled technologies allowed for precise targeting and real-time optimization, ensuring a seamless user journey from online awareness to offline product purchase. The success of the brand's campaign contributed to a positive shift in market share and reinforced Frestea's position as a preferred choice for breaking the Ramadan fast.
Objective
Coca-Cola's strategic objective was two-fold: to increase market share and recruit new brand buyers. The brand aimed to leverage the excitement of Ramadan and consumers' willingness to try new things during the festive season. By partnering with Grivy and implementing a full-funnel campaign, Coca-Cola sought to drive lower-funnel conversions and achieve sales redemption. The brand also aimed to enhance brand awareness and establish Frestea as the go-to choice for breaking the fast during Ramadan.
Context
Frestea's efforts in 2022 focused on rebuilding brand equity and increasing marketing support, resulting in improved revenue growth on core variants. Building on this momentum, Frestea aimed to reinforce its brand umbrella by launching its original tea variant, Frestea Nusantara, and leverage the excitement of Ramadan in 2023.
Frestea faced numerous challenges in the Indonesian RTD tea market: inconsistent messaging, reduced support, and the emergence of new products and brands led to a decline in market share since 2017. Frestea needed to reverse this trend and regain its position as a leading brand.
Target Audience
Coca-Cola's intended target audience were consumers in Indonesia, particularly tea lovers and individuals seeking a refreshing break during the afternoon. The brand wanted to engage young adults at work or school, offering them a moment of mental refreshment and rejuvenation with Frestea. Coca-Cola's target audience was also those who were open to trying new products during Ramadan.
Creative and Media Strategy
Coca-Cola utilized Grivy's data capabilities to sharpen its targeting and optimize the campaign based on consumer interactions. The integration of gamification and moment-based messaging represented a response to the evolving consumer preferences and the need to cut through the competitive clutter. Overall, the brand's strategy embraced the power of data, mobile-first approaches, and seamless online-to-offline experiences, ensuring that Frestea's marketing efforts remained relevant, engaging, and effective in driving growth and market share.
The execution of the campaign, along with enabling technologies such as Grivy's mobile-first browser notifications and data insights, played a crucial role in achieving outstanding results. The integration of Grivy's capabilities allowed for precise targeting, ensuring the right message reached the right audience at the right time. Real-time optimization based on consumer interactions helped maximize purchase intent and drive conversions. The gamified experience and moment-based messaging created an immersive and interactive experience that captivated consumers' interest, resulting in a 100 percent participation rate and a significant increase in market share.
The campaign leveraged mobile media powered by the OpenX by WPP to tap into consumers' desire to try new things during Ramadan and provided a seamless journey from product awareness to trial and purchase. The creative use of mobile media ensured the campaign stood out and effectively cut through the clutter in the competitive market. It allowed for real-time tracking and optimization, ensuring the campaign could be fine-tuned based on consumer interactions.
The campaign successfully achieved its objectives of increasing market share and recruiting new brand buyers during the festive season of Ramadan. The campaign's strategic use of Grivy-enabled technologies resulted in a 100 percent participation rate, 90 percent identification of new brand buyers, and a significant increase in market share. The campaign effectively leveraged the excitement of Ramadan to drive lower-funnel conversions and sales redemption.
During the campaign period from March to May 2023, Coca-Cola's efforts yielded exceptional results:
