Project Overview
Asahi Beverages Philippines, in collaboration with Universal Robina Corporation and creative technology studio Appetite Creative, embarked on a groundbreaking marketing campaign aimed at enhancing customer engagement and loyalty for its flagship product, Goodday, a cultured milk drink. This case study delves into the details of this innovative connected packaging campaign, highlighting its objectives, strategies, implementation, and outcomes.
Challenge
To increase brand awareness and visibility of Goodday drinks in the Philippines market.
To foster direct interaction and engagement with customers through innovative packaging solutions.
To incentivize purchases and reward customer loyalty.
To collect valuable consumer data for marketing optimization and better understanding of consumer preferences.
Campaign Strategy:
Centered around leveraging connected packaging technology to offer customers an engaging and rewarding experience. Key elements of the strategy included:
Partnership with Appetite Creative: Asahi Beverages Philippines partnered with Appetite Creative, a renowned digital experiences studio, to develop and execute the connected packaging campaign. Appetite Creative’s expertise in innovative technology and digital marketing played a crucial role in the success of the campaign.
Smart Packaging and Web App Integration: QR codes were integrated into the packaging of Goodday drinks, enabling customers to access a web app-based connected experience. Upon scanning the QR code, registered users were provided with instant prizes and entered into major draws for lucrative rewards.
Diverse Prize Pool: The campaign offered a diverse range of prizes to appeal to a broad audience. These prizes included an all-expense-paid trip to Japan, GCash credits, Nintendo Switch Lite, and Goodday gift packs, ensuring widespread participation and excitement among consumers.
Real-Time Data Tracking: The web app tracked various metrics in real-time, including buying habits, product preferences, engagement time, location, scan rate, and social media shares. This data, while compliant with GDPR regulations, provided valuable insights for optimizing marketing strategies and understanding consumer behavior.
Solution
The campaign was rolled out nationwide in the Philippines across supermarkets, convenience stores, and sari-sari stores. QR codes were prominently displayed on the packaging of Goodday 80ml and 350ml bottles, ensuring accessibility for consumers. Additionally, the QR codes were made available through Goodday’s social media pages on Facebook and Instagram, extending the reach of the campaign to online audiences.
Results
Enhanced Customer Engagement: The campaign enabled direct customer interactions, boosting engagement and loyalty.
Increased Brand Visibility: It garnered widespread attention, enhancing brand awareness in the competitive beverage market.
Data-Driven Insights: Real-time data tracking provided valuable consumer insights, allowing Asahi Beverages Philippines to optimize marketing strategies.
Positive Brand Image: The campaign reinforced Goodday’s reputation as a forward-thinking, customer-centric brand.
Conclusion:
The Goodday connected packaging campaign highlights the impact of innovative marketing in driving engagement and loyalty. Partnering with Appetite Creative, Asahi Beverages Philippines created a rewarding customer experience and gained valuable marketing insights. This case study emphasizes the need for technology and creativity in to stay competitive in modern marketing.
