Help us improve sales through activation campaigns, including those linked to Grolsch’s sponsorship of music festivals such as Sensation White, Mysteryland, North Sea Jazz, and Lowlands.
Execution
Digital transformation
- Brand activation: Developed and managed a wide range of omni-channel brand activation campaigns. This included creative concept development, production of all assets, campaign implementation, monitoring of campaign results, and adjusting the campaigns if necessary.
Business transformation
- CRM and loyalty program pilot: Developed, implemented, and managed Grolsch Music, a CRM and loyalty platform centered around Grolsch-sponsored music festivals. Consumers could earn points based on purchased products, with chances to win meet-and-greets with artists or VIP packages. The platform also featured an online merchandise shop where points could be redeemed for Grolsch-branded goodies.
Results
- Increased market share in a declining beer market.
- High levels of engagement from Grolsch drinkers with the campaigns.
- Over 300,000 registered Grolsch customers in the first year of the CRM and loyalty program pilot.
- Gained deep insights into socio-demographic characteristics, music and taste preferences, and levels of brand engagement.