O Projeto

Coca-Cola Brazil's largest couponing case

Chatbots were still consolidating as a medium when outracoisa* built this Facebook Messenger chatbot for Coca-Cola, which ended up generating more than 2.6 million coupons.

The Challenge

A new way to promote

After the classic Coca-Cola, Fanta was the company's second product to arrive in Brazil. Its best-known and most popular flavors, orange and grape, have always faced a strong competitor in the market: a guaraná-flavored soft drink. Imagine the significance of Fanta, after more than 50 years of competition, launching its own guarana-flavored soft drink. Now imagine that, for the first time in the history of any soft drink, a flavor is launched on an entirely new platform: Facebook Messenger. With a language modeled towards young audiences, a chatbot was born that combined the sampling strategy with an experience that encouraged virality through coupons, thus generating the largest digital sampling campaign in Coca-Cola's history.

The Process

Research to connect

For the first time, Fanta would host a chatbot on its Facebook page. Therefore, the initial discussions revolved around how to promote the chatbot without having to close down communication channels on social media. The research process involved immersing ourselves in the communication styles of Fanta's young audience. A conversational product's main communication link is its phraseology, so we delved into the slang, terms, abbreviations, and emojis the bot should use to increase its emotional connection with the audience. There was also room for a benchmark of the (very few) similar initiatives worldwide. We realized that a simple chatbot flow was essential. The functional flows would be super simple, but we would focus on personalizing the coupons with the user's name and profile photo as a way to impact each user.

Product Key

Earned Media

At Christmas the previous year, we had created a chatbot for Coca-Cola, where 46% of users shared "thank you bottles" on their Facebook timelines, generating an excellent earned media indicator for an institutional campaign. Based on the analysis of this virality potential, we improved the Fanta Guaraná experience. We began allowing users who participated in this "easy" free coupon giveaway to invite their friends, crushes, and friends to take advantage of the campaign as well. Through a custom ad created by users in the bot, the invitation was posted on their respective Facebook timelines. Every time someone clicked on this ad, they were automatically redirected to the bot, and new coupons were generated. The ad share rate reached 60%.

The Solution

A Conversation and a gift

The experience was designed as a conversational flow where the user received a Fanta and gifted a second to a friend. To execute the idea of ​​doubling the number of coupons through earned media, it was necessary to make the sharing process interesting, so we created a flow based on the type of relationship between the giver and recipient (friends, boyfriends, family, friends, etc.). The initiative partnered with McDonald's, which would be responsible for receiving the coupons and delivering the samples. A consistent media campaign on Instagram and Facebook itself led users to click on an ad that opened a conversation with the bot. Full of the brand's personality and full of current slang, the bot wasted little time explaining its role and quickly delighted the user with a pair of coupons to try the new Fanta Guaraná soft drink. Using the bot's geolocation, the user could find the nearest store to redeem. McDonald's and Coca-Cola were surprised with a redemption rate 46% higher than the project's goal.

Results

Facebook Case Study

The launch of Fanta Guaraná was such a resounding success that it's used at events and on Facebook as a case study to inspire and motivate other brands. The numbers obtained were equally compelling: 2.6 million coupons were generated and 1 million soft drinks were redeemed at McDonald's stores across Brazil. An incredible 60% of users shared something about their experience. And a third important result reflects the pioneering spirit, which provides lessons that pave the way for those who follow. This work pioneered the use of chatbots to promote products and the use of youthful language, typical of Fanta's audience and chat channels.