Frestea

The objective

Developing an innovative and integrated campaign

Frestea, a beloved ready-to-drink tea brand by The Coca-Cola Company, was looking to embark on a transformative journey to revive the declining tea category in Indonesia. The brand sought to leverage the excitement of Ramadan and Indonesian consumers' willingness to try new things to develop an innovative and integrated campaign. Building on this momentum, Frestea launched its original tea variant, Frestea Nusantara. The campaign marked a continuation of Frestea's journey to reclaim its position in the market and strategically adapt to the changing consumer landscape.

However, Frestea faced numerous challenges in the Indonesian tea market. Inconsistent messaging, reduced support, and the emergence of new products and brands have led to a decline in market share since 2017. Frestea needed to reverse this trend and regain its position as a leading brand. They recognized the potential of the festive season of Ramadan to recruit new brand buyers but needed an innovative and integrated strategy to cut through the clutter and stand out in the market.

The solution

Recruiting the next generation of tea drinkers

Frestea teamed up with TikTok and a TikTok Measurement Marketing Partner, Grivy, to run a full-funnel online-to-offline marketing campaign. TikTok was also the perfect platform to work with, as Frestea wanted to recruit the next generation of tea drinkers.

As a brand that is deeply in tune with their consumer needs, Frestea's strategic approach was multi-faceted, combining innovative tactics with seamless execution. The campaign leveraged Grivy-enabled technologies to deliver mobile-first browser notifications and gamified experiences. Moment-based messaging was employed to capture consumers' attention during peak purchase potential moments, further engaging with their consumers.

The integration of data-driven insights sharpened targeting while tracking capabilities optimized the user journey. The campaign was seamlessly implemented across online, offline, and out-of-home channels, guiding consumers toward offline product purchases. Through the online + offline Events API integration, Frestea benefitted from real-time audience building, measurement, and attribution with TikTok's Spark Ads. Frestea also leveraged the Online API to optimize the business outcomes they care about.

With these solutions, Frestea was able to build real-time audiences based on individual path-to-purchase journeys, and achieved better performance. In fact, TikTok produced the highest number of conversions compared to any of the other major ad platforms that Frestea used.

The results

Ensuring a seamless user journey

Through strategic partnerships, data-powered insights, and captivating mobile experiences, Frestea successfully recruited new brand buyers, increased market share, and re-established itself in the ready-to-drink tea category. In fact, 90% of the target audiences are now new buyers of the brand. The campaign also showcased a high level of innovation. It creatively integrated mobile-first browser notifications, gamification, and moment-based messaging to engage and captivate consumers.

The use of Grivy-enabled technologies allowed for precise targeting and real-time tracking of conversion events on the TikTok platform, ensuring a seamless user journey from online awareness to offline product purchase. The campaign's innovation in leveraging data insights, mobile media, and gamified experiences set it apart from traditional marketing approaches.