Kurma Water
Digital Campaign Kurma Water
Kurma Water is the first Ready to Drink (RTD) date fruit puree product in Indonesia. The product’s target market is ‘the millennials’ market segment, especially in bigger cities.
Client & Challenges
Kurma Water is the first Ready to Drink (RTD) date fruit puree product in Indonesia. The product’s target market is ‘the millennials’ market segment, especially in bigger cities.
Kurma Water challenge was to win the ‘millennials’ market segment in the increasingly competitive RTD product proposition of the same market segment target; other challenge is the competitors’ aggressive communication strategy through ads and other above-the-line marketing activities.
The market research result of Kurma Water product was a challenge in on itself, because it turned out that repeating orders were coming from older market segment.
The Solution
Konner analysed potential approaches through community review, specifically active youth communities in a social media platform (Instagram). This review serves as a background of Kurma Water Meet activity event, or meeting events of youngsters with significant number of social media followers (above 10.000) in several big cities in Indonesia.
Community collaboration is strengthened through growth hacking strategy by integrating marketing content, social media campaign, marketing influencers, and social media buying to drive product experience and positive feedbacks, especially from Kurma Water’s new consumers.
Result in Six Months
Page Views
1
k+
Organic Page Views on Website
Engagement
1
%
Increase Social Media Engagement
UGC's
1
+
User-generated Content from Influencers and Communities
Participants
1
+
Influencers and Communities in BTL Activities
Followers
0
k+
Organic Followers
