Sprite partnered with InMobi to encourage Indonesia’s youth, who were bored of staying at home all day, to try out Sprite’s refreshing beverage and feel instantly energized. Sprite launched a mobile-first campaign to drive awareness, purchase consideration, and fuel conversions.
Identifying the Target Audiences
The brand leveraged InMobi Audiences, which helped combine a variety of data signals to create personalized audience cohorts. Looking beyond standard demographics and focusing on purchase intent led to the brand identifying Millennials, Food enthusiasts, and Upscale residence dwellers as the campaign's target audiences.
Engaging the Audiences with Video Ads
With the target audiences in place, the brand then created 15-second short-video ads featuring two young individuals going through a boring day and how consuming Sprite elevates their mood instantly.
The final CTA 'Buy Now' on the ad redirects the user to the shoppable page to purchase Sprite.
Reaching Audiences from Where They Are
Not only were the ads highly engaging, but they were also delivered on the right apps to drive higher video completion rates. The brand launched the ads on top mobile apps which drove high engagement across different personas in a brand-safe manner.
Thoughtful Optimizations to Drive Higher Engagement
By optimizing campaign levers such as daily and weekly performance management, city-level, and device-level targeting, the brand maximized the exposure of the ad during peak hours resulting in wider reach and higher engagement.
Enabling Conversions Through Meaningful E-Commerce Partnerships
Integrated with popular e-commerce apps such as Lazada, Alfacart, and JD.ID, the ad nudged users to purchase products directly from these websites or apps, thereby driving higher conversions with immediate actions.