For several years we worked together with the Iberian Partners and Coca-Cola team in northern Spain to boost sales of the Fanta brand in the nighttime channel.. Actions that united personalization, Tailored content and incentives as key axes of your success.
Fanta
Strategic design / Project direction / Creativity and design / Audiovisual production / Content creation / Management and sending of communications / Monitoring and tracking of KPIs
CONTEXTNorthern Spain is the only area where the Fanta brand has to face a very powerful competitor
CHALLENGEGet the three stakeholders that are part of the sales process: hotelier, waiter and final customer opt for the Fanta brand as their first option
SOLUTIONAt Grabarte we design a specific sales promotion for each of the three stakeholders.; from trips around the world for hoteliers to actions at the point of sale to encourage purchases directly.
In all cases we built a visual imaginary and multi-format storytelling that adapted the message to each audience and medium..
Personalization + tailored incentives + omnichannel = increased sales
In the north of Spain, Fanta's competition is well established and occupies the top positions in sales and top of mind among customers.
To change that paradigm and combat the deep-rooted habit of consuming direct competition, We generated a strategy that sought to impact 3 differentiated levels:
The Hosteler. With them we were looking for a direct incentive: The one who buys the most Fanta during the duration of the campaign gets a personalized trip to an attractive destination.
The waiter. In this case we proposed that they be ambassadors of the brand and recommend it to customers.. They also had their contest: Those who collected the most fanta badges and rings during the campaign won iPhones and iPads.
The consumer. To bring the brand closer to the end user, Our Fanta commandos visited the establishments giving away branded products and encouraging consumption. Thus closing the circle because this is also an incentive for the hotelier.
And to generate engagement, We launched our own app where daily content was published and in which contestants could check the classification and changes in the results table. This was addictive for the participants and multiplied the results of the campaign far above what was expected..
– Gamify the contest monitoring process. Being able to see the classification and the changes made the contestants “itchy” and got much more involved.
– Accompany the campaign with complementary content that motivates the participant. For example, in midwinter, we reminded them of the temperature of their destination in the Caribbean at that time.
– Encourage the entire sales chain and its different actors.
915 32 77 01
info@grabarte360.com
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