To tackle the challenges associated with driving trials of products and engaging in meaningful dialogues with consumers, Danone Indonesia partnered with Jana to run a promotion in Carrefour stores across Jakarta. Given Indonesia’s high mobile penetration of 93 percent and pre-paid mobile subscription rate of 91 percent, leveraging Jana’s airtime rewards platform, which rebates mobile airtime as an incentive to consumers to try products, was appropriate for this market.
Danone Indonesia worked with Jana Social Marketing Tools to devise a promotion with two goals: promote purchase of multi-pack Activia and Milkuat yogurts, and drive bundled purchases of two or more products. The incentive for consumers was straightforward: purchase two or more Milkuat or Activia multipacks and receive a 5,000 Indonesia rupiah (IDR) rebate in airtime directly on your mobile.
If consumers verified purchase with Facebook, they had the option to refer friends to the promotion and be rewarded if their referrals participated. If three of their referrals participated in the promotion and purchased Danone multipacks, the “promotion evangelist” received an additional 5,000 IDR in airtime. The objective of this referral was to identify Danone’s most influential customers and empower (and reward!) them to speak on its behalf.
Groupe Danone used Jana Social Marketing Tools to drive trial of Milkuat and Activia. After the promotion ended, the results were the following:
- Multipack Sales Increased 27 Percent
- Sales of Bundled Purchases Doubled
- 16 Percent of Participants Were Repeat Customers
- 100 percent of the Airtime Coupons Were Redeemed