HIGHLANDS COFFEE: THE "CHILL SUMMER - 100% WIN A LUCKY MALDIVES GETAWAY, MULTIPLE WINNERS EVERY WEEK" CAMPAIGN SPARKS A SUMMER 2024 SENSATION

The "Chill Summer - 100% Win a Lucky Maldives Getaway, Multiple Winners Every Week" campaign helped Highlands Coffee attract over 2 million Mini App opens and grow its Zalo OA followers by 347,000 in just 40 days.

Campaign Result

KPI achievement after campaign ends

nVouchers issued

New Zalo Official Account followers

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Business Challenges

With more than 750 stores and millions of customers nationwide, Highlands Coffee has always prioritized building a seamless experience after every purchase. However, as its customer base continued to expand, the company needed a centralized engagement platform to help maintain customer connections, optimize communication costs, and effectively leverage data for marketing activities.

Previously, Highlands Coffee relied mainly on SMS to run its customer care programs. However, this channel had limitations in two-way interaction, performance measurement, and experience personalization. As a result, the company sought to build a leading digital engagement channel that could both centralize customer data collection and lay the foundation for long-term customer care and marketing campaigns.

Objectives

Consolidate customer data onto a centralized platform.
Establish Zalo as the primary customer engagement channel.
Personalize the customer experience through the Mini App and Marketing Automation.
Strengthen customer engagement and build brand loyalty (“brand love”).

Implementation Strategy

Launched the "Highlands Chill Summer" Mini App on the Zalo platform, allowing customers to join the program via a prize code on their receipt after every transaction, while consolidating customer data onto a centralized platform.
Combined Gamification, Zalo Official Account, and Gift Wallet to automatically issue eVouchers, store them on Zalo, and deliver a seamless rewards experience with no additional app installation required.
Integrated a recurring lucky draw program featuring a grand prize of a Maldives travel voucher worth VND 100 million, paired with livestreamed result announcements to sustain customer engagement throughout the campaign.
Applied Marketing Automation from PangoCDP to automatically send voucher usage reminders, helping increase redemption rates and boost the program's overall conversion effectiveness.
Provided a real-time reporting system, enabling Highlands Coffee to track campaign performance, analyze customer data, and optimize marketing activities in subsequent phases.

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HIGHLANDS COFFEE: THE "CHILL SUMMER - 100% WIN A LUCKY MALDIVES GETAWAY, MULTIPLE WINNERS EVERY WEEK" CAMPAIGN SPARKS A SUMMER 2024 SENSATION

Business Challenges

Objectives

Implementation Strategy

TUTORIAL