Having effectively invented the coconut water sector in the UK, Vita Coco faced a dual challenge – introducing new consumers to the category in order to generate growth, whilst at the same time defending its market leadership against a growing number of well-resourced competitors
Having researched the target audience for each product; looking into their media habits and which media channels they were most likely to engage with, we produced a media plan that consisted of several high impact and retail OOH opportunities, as well as highly targeted Digital and Paid Social activity. We used distribution data to ensure our media placements were in the locations relevant to retail, and ran the activity with a time-targeted strategy around key promotional periods, in order to measure the impact this would have on overall sales.
What is the key strategic objective we are trying to address with this activity and why?
Phar are responsible for creating and executing the data informed strategy – Online to Offline – using Qantas 1st party data sets to identify the ‘Webex Audience Segments’ – and then targeting this audience (IT business decision makers of Webex prosects and clients) through a connected journey – at home, travelling to work, whilst in CBD and office environments. Campaign is optimised based on real time learnings.
