Dive Transient:
- Harmless Drinks, a beverage model owned by Coca-Cola that sells juice and smoothies, captured over 25,000 client profiles from a current digital out-of-home (OOH) marketing campaign that leveraged QR codes, Advertising and marketing Dive can solely share. The variety of profiles collected exceeded expectations by 5,000%.
- The activation in London metro areas befell in March and invited shoppers to discover the model’s sustainability efforts by means of QR code-bearing digital billboards. Imagery featured soil and roots meant to align with the subterranean setting.
- The trouble delivered a 65% engagement fee and 10% repeat engagement fee. The marketing campaign concentrating on environmentally acutely aware shoppers was meant to spice up model visibility and indicators the emphasis manufacturers are inserting on first-party knowledge gathering.
Dive Perception:
Coca-Cola’s Harmless Drinks touts that the important thing to its merchandise are fruits, greens and “the rest nature has going spare,” with its activation at London metro stations meant to attach its roots with the subterranean setting. The marketing campaign appeared to spice up visibility of the model and its environmental focus whereas connecting it with the rising variety of like-minded shoppers who additionally prioritize sustainability.
The marketing campaign was additionally meant to spice up Harmless Drinks’ first-party knowledge troves, in keeping with a case examine across the effort. The activation relied on digital billboards that inspired shoppers within the London Underground transit system to scan a QR code, which was powered by Digiphy, with a call-to-action that learn “scan to dig deeper.” Shoppers who scanned the QR code might study concerning the model’s sustainability initiatives by way of a microsite whereas Digiphy’s platform allowed for the gathering of first-party client knowledge together with identify, electronic mail, deal with and birthdate.
Over the March marketing campaign’s monthlong run, Harmless Drinks anticipated a “few hundred” client type submissions, a goal that was vastly surpassed with a complete of over 25,000 submissions. The success indicators how cellular methods like QR codes might be significantly efficient for manufacturers trying to collect client knowledge, a spotlight that might see an elevated emphasis amid broader shifts like Google’s again-delayed deprecation of third-party cookies.
The marketing campaign moreover noticed a 67% conversion fee and 35% click-through fee. To assist drive engagement, Harmless Drinks provided free seeds for planting to shoppers who engaged with the advert, although that provide shortly ran out following robust demand. The model’s partnership with Digiphy, a QR advertising platform, was key to conserving the marketing campaign’s messaging related, in keeping with Jamie Sterry, international head of inventive at Harmless Drinks.
“Digiphy has helped us meet our high KPI of rising our buyer database,” mentioned Sterry in an announcement. “Once we ran out of seeds, we shortly up to date our messaging instantly by means of their user-friendly and versatile platform, while not having improvement sources.”
Sustainability and well being have typically been a centerpiece for Harmless Drinks’ adverts, which have additionally included social media performs and an “Much more Harmless” marketing campaign that riffed on the concept of struggling to listing the entire fruits, greens and nutritional vitamins its beverage provides. Nonetheless, the model has additionally been accused of greenwashing, or making deceptive statements concerning the environmental advantages of a product, with an advert in 2022 being banned by the Promoting Requirements Authority for claiming its drinks assist the surroundings. Different entrepreneurs, together with guardian firm Coca-Cola, have more and more discovered themselves in scorching water over such claims.
Coca-Cola first began working with Harmless Drinks in 2009 after shopping for a 20% share within the enterprise, later taking full possession in 2013. Others have equally made sustainability and the planet a spotlight of their promoting these days, together with Puma, Honda and Oatly.
