Komsan Chiyadis
GrabFood delivery-partner, Thailand
Helping Coca-Cola regain lost sales from a quieter Ramadan
Ramadan, a key festive season in Indonesia, is also a huge sales period for Coca-Cola. In pre-pandemic times, a 30% increase in sales can normally be expected. But Covid-19 lockdowns and cancelled bazaars meant fewer people were dining out and sales dropped by 14.8% in 2020.
The upside was that consumers were turning to takeaways and online food deliveries to celebrate iftar. So Coca-Cola partnered with GrabAds to leverage the opportunity in this new consumer purchase behaviour.
Shifting the excitement online
To incentivise repeat orders, we ran the Coca-Cola Feastival, a weekly GrabFood contest offering attractive prizes to top spenders of Coca-Cola bundle deals.
Targeting right with first-party data insights
We targeted young adults aged 18–34 based on their affinities and location, especially fast food lovers who were likely to add on fizzy beverages when ordering their meals.
Optimising the campaign
To boost conversions, we made further campaign enhancements based on our learnings for a similar run in 2020. These include extending the campaign by two weeks, as well as adding three more formats: Masthead, In-Transit Ads and Search Ads to maximise reach.
