Introduction
Coca-Cola, a globally recognized brand, partnered with Spar Express Shops to launch a captivating campaign using Smartslip technology.
The "Spar Express Shops" campaign, running from December 18, 2022, to February 6, 2023, aimed to enhance consumer engagement through a seamless entry mechanism and attractive rewards.
This case study delves into the campaign's success, highlighting the benefits to the brand and the ease of participation for consumers.
Campaign Overview
The campaign encouraged consumers to purchase any two participating 440ml or 500ml Coca-Cola products, including the no sugar range, from Spar Express stores.
To enter the competition, customers simply had to take a picture of their till slip showing the purchased products and send it via WhatsApp to the designated number, 071 317 3597. Each valid till slip submission earned the consumer an entry into the draw to win one of five travel vouchers valued at R 25,000 each.
Smartslip Solution
The Smartslip solution was pivotal in ensuring the campaign's smooth operation, offering several key advantages:
Till Slip Verification: Smartslip enabled efficient verification of till slips, ensuring that only legitimate entries were considered, thus maintaining the integrity of the competition.
Easy Entry Mechanic: By using WhatsApp, a familiar and accessible platform, the entry process was made exceptionally simple for consumers, encouraging higher participation rates.
Consumer Data Collection: Alongside the competition entries, Smartslip facilitated the collection of valuable consumer data, helping Coca-Cola to better understand its customer base and tailor future marketing efforts.
Consumer Journey
The consumer journey was designed to be straightforward and engaging:
Awareness: The campaign was promoted through various channels, including in-store posters and social media, ensuring broad visibility and consumer interest.
Purchase: Consumers bought any two participating 440ml or 500ml Coca-Cola products from Spar Express stores.
Submission: After making the purchase, they took a photo of their till slip and sent it to the designated WhatsApp number.
Entry: Each valid till slip submission automatically entered the consumer into the draw for a chance to win one of five travel vouchers.
Benefits to the Brand
The campaign delivered multiple benefits to Coca-Cola:
Increased Sales: The requirement to purchase participating products to enter the competition directly drove product sales.
Enhanced Consumer Engagement: The attractive rewards and simple entry process kept consumers engaged and excited about the brand.
Brand Loyalty: By offering desirable rewards, Coca-Cola reinforced brand loyalty and encouraged repeat purchases.
Valuable Consumer Data: The campaign allowed Coca-Cola to gather and analyze consumer data, providing insights that could inform future marketing strategies and product development.
Reporting and Insights
The Smartslip technology provided Coca-Cola with detailed reporting on campaign performance. Key metrics included:
Total Entries: The number of till slips submitted and verified.
Total Consumers: The number of unique participants.
Entries Per Consumer: The average number of entries per consumer, indicating the level of consumer engagement.
Entries Over Time: The distribution of entries over the campaign period, helping to identify peak engagement times.
Conclusion
The "Spar Express Shops" campaign exemplified how leveraging Smartslip technology can create a successful and engaging marketing initiative.
By simplifying the entry process through WhatsApp and offering compelling rewards, Coca-Cola effectively increased sales, enhanced consumer engagement, and gathered valuable data.
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