Mapping out snack lovers across Indonesia: Leveraging InMobi Audiences, the brand identified potential food lovers from over 9 major cities in Indonesia. These niche audiences were identified based on 10 different affinity audiences, such as 30-minute chefs who prefer quick snacking, Shoppers who love to read news and know about the latest trends, value shoppers, and bargain hunters who prefer to shop with discounts and coupons, etc.
Encouraging users to partake in coupon redemption: To engage users to claim coupons online and redeem them offline, Pocky leveraged the InMobi-Grivy Online-to-Offline experience and charted a personalized path for existing- and new users in three simple steps.
Step 1: The first glimpse of the redemption experience shows the message, ‘Enjoy the most delicious and non-messy biscuits at a discount.’ The CTA on the creative ‘Try Now’ takes the user to the next landing page, where they can click on ‘Claim’ to proceed. The user sees an authentication page where they can sign up for the offer by logging in with their email or social accounts. This step ensured that only authenticated users participated in the redemption process, leaving no room for casual viewers or online fraudsters.
Step 2: Once the user signs in, they can see the offer details and the terms and conditions to claim the coupon and redeem it at stores. When the user clicks on the ‘Claim’ CTA on the page, the customer is grouped as an existing- or a new user based on the question ‘Have you consumed Pocky before?’. Based on the answer ‘Yes’ or ‘No,’ existing users saw a flat 20% offer on the next purchase, and new users saw the ‘Try new variant’ offer.
Step 3: As a final step, once user confirms that they are above the age limit of 18 to claim the offer, they could get a discount coupon with a barcode that they could scan at stores and get their share of ‘Pocky’ happiness.
Figure 1 Existing user journey
Figure 2 New user journey
Measuring Campaign Effectiveness and Brand Affinity: To ascertain the impact of the Online-to-Offline experience, the brand measured the Total Brand Equity (TBE) with a controlled group that was not exposed to the experience and an exposed group that viewed and participated in the redemption bonanza.
The brand surveyed these highly precise sets of respondents to measure the levels of awareness, brand likeability, purchase intent, purchase experience, and message association. The results showed a positive 90% brand awareness, 85% purchase intent, and 79% resonated with the message association from the exposed group. The brand also got a realistic view of the brand image with parameters such as Net Promoter Score and Total Brand Strength, which gave them accurate insights into their brand strengths and areas of improvement.