Improving Coca-Cola’s CPR by 86.4%

Coke

Cokezone, the platform for Coca-Cola’s loyalty scheme where participants collect points on purchases to spend on rewards and prize draws. The scheme targeted at teens and young adults with in excess of 1.6 million unique members.

29%Average Open Rate

Insight

Flourish was tasked with encouraging greater engagement with Cokezone from its members. We knew that irregular and inconsistent messaging meant that after signing up Cokezone was largely an irrelevance to members – even though the prizes and rewards on offer were really attractive. A whole new CRM programme was in order.

30% increase in dwell time

Action

From a sporadic programme of emails, we elevated Coca-Cola’s CRM, conceiving, planning and implementing a programme consisting of regular monthly newsletters, behavioural triggered emails and emails the recognised special events e.g. a members’ birthday or the World Cup. We worked with Coca-Cola on a retained basis for over 3.5 years developing a full suite of digital comms including email, landing pages, microsites and social assets.

We led the way for global best practice in email design and helped Cokezone become the UK’s most visited FMCG site.