Building Consumer Engagement & Loyalty for Nandini GoodLife – A dynaQR Case Study

DIGITAL

Building Consumer Engagement & Loyalty for Nandini GoodLife - A dynaQR Case Study

CLIENT:
GOODLIFE
YEAR:
2022
DEPARTMENT:
DIGITAL
Nandini is the flagship brand of Karnataka Milk Federation (KMF), the second-largest dairy in India and Nandini GoodLife is a brand exclusively packed in Tetra Pak cartons. In 2020, as a measure to drive brand affinity, KMF proceeded to conduct dynamic QR Code-based consumer engagement activities.
Ayruz Data Marketing, which takes care of the end-to-end digital marketing mandate of Nandini GoodLife, conceptualized the dynamic QR codes as per the inputs received from Tetra Pak India and formulated the end-to-end consumer experience.
Dynamic QR codes are unique QR codes that can be printed on the product packaging to be used for a wide range of consumer awareness/engagement activities.
STRATEGY:
The primary objective we had in mind when executing this project was to ensure that the regular customers scan the QR codes on the cartons and participate in the engagement campaigns. To make it possible, we: 

Developed a state-of-the-art product called dynaQR capable of printing dynamic QR codes based on the guidelines shared by Tetra Pak.

Ideated and executed 5+ consumer engagement campaigns based on awareness, gratification, loyalty & gamification.

Generated 100+ million QR codes for printing on individual milk cartons.

Conducted strategic paid promotion efforts to drive campaign awareness.

Rewarded loyal consumers with digital gift vouchers to encourage more participation.

Lined up social media influencers to promote the campaigns from time to time.

Constantly monitored the campaigns from time to time.

EXECUTION:

KEY CAMPAIGNS

So far, the team has executed 5+ consumer engagement campaigns that mainly focus on driving brand awareness, brand loyalty & brand engagement.

  • Customers scan the QR code and register
  • Get three simple questions
  • Successful completion of the quiz gifts scratch card.
  • Gift vouchers up to ₹1000 were disbursed to lucky winners.

  • Scan the QR code > register
  • Valid registrations are awarded one free chance to participate in the roulette wheel.
  • Instant gratification in the form of gift vouchers ranging from ₹10 to ₹150

  • Scan the QR code > register
  • Participants get a chance to take part in one of the three lucky draw campaigns preloaded at random
  • Successful completion of the tasks gifts a scratch card
  • Digital gift vouchers from ₹10 to ₹150 were disbursed to lucky winners.

  • Scan the QR code > register.
  • Get three predefined ingredients for a dish with GoodLife milk as a common ingredient.
  • Participants prepare the dish using the selected ingredients and post it on their social media.
  • A celebrity judge evaluated the entries and announced weekly winners.

  • First attempt towards a loyalty campaign
  • Scan the QR code > register
  • Valid scans will gift the participants with any one of the six badges that correlate with the individual benefits of GoodLife
  • Participants collect all six badges to become winners.
  • Guaranteed prizes ranging ₹20 to ₹100 were disbursed to the winners

  • Scan the QR code > register.
  • Valid registrations awarded the participants one free chance to participate in a jumbled word puzzle.
  • Scratch cards gifted to participants who complete.
  • Instant gratification in the form of gift vouchers ranging from ₹10 to ₹150.
IMPACT
The overall campaign results have been impressive despite being the first time the brand has attempted something of this magnitude.
300,000 QR code scans by loyal customers
300+ scans per day during the campaign period.
1.8 M profiles were reached as a result of strategic online promotional initiatives.
47% of customers scanned at least twice during the campaign period.
AWARD:
Nandini GoodLife’s consumer engagement campaigns through dynamic QR won the Gold award in the first-ever Marketers’ Excellence Awards 2021 powered by afaqs! under the category ‘Best Use of Technology’.

The recognition is yet another testimony to the widening importance of the usage of technology in marketing campaigns pertaining to customer engagement and loyalty drives by brands.

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