Drinks · Case study
Klipdrift at Tiger's Milk: rewards for insight.
How Klipdrift used the Tiger's Milk guest Wi-Fi platform from February to June 2022 to reward adult guests for answering short brand questions, and what it achieved.
- Venue guest Wi-Fi
- Mobile web app
- First-party questions
- Category sales tracking
- Share of category, during
- 56.99%
- Share of category, before
- 50.01%
- On Friday and Saturday
- 54.06%
- Tiger's Milk stores
- 12
Delivered by Brand Hailer, founded by David Loebenstein, with Life and Brand as shareholders.
All 25 restaurants on the network: 16 Tiger's Milk and 9 La Parada
Tiger's Milk 16
Gauteng
- Bedfordview
- Bryanston
- Cedar Square
- Melrose Arch
Western Cape
- Blouberg
- Camps Bay
- Century City
- Claremont
- Durbanville
- Kloof Street
- Muizenberg
- Stellenbosch
and 4 more Tiger's Milk restaurants
La Parada 9
9 La Parada restaurants
Every campaign on the network ran in all of them at the same time.
Not for persons under the age of 18. Enjoy responsibly.
Chapter 1 of 6
The brief
Put Klipdrift in front of adult guests at Tiger's Milk while they are in the venue, ask them a few short questions about how they drink it, and track what happened to brandy sales over the campaign, from 3 February to 22 June 2022.
Tiger's Milk guests already reached for their phones to join the free Wi-Fi. That moment became the brand's front door: one sign-up, a Klipdrift advert on the venue web app, a quick question and a reward served at the bar, with Klipdrift's sales measured against the whole brandy and cognac category before and during the campaign.
- Campaign
- 3 February to 22 June 2022
- Where
- 16 Tiger's Milk and 9 La Parada restaurants
- Who
- Adult guests (18+) on the free TIGERS JUNGLE Wi-Fi
- Channel
- The Tiger's Milk venue web app
- Measured against
- Brandy and cognac category sales
- Platform
- Brand Hailer venue Wi-Fi
The idea
Rewards for insight.
Every answer a guest gave about Klipdrift earned them something at the bar, and every answer told the brand something about the people drinking it, in the place they drink it.
- Put Klipdrift in front of adult guests inside the venue
- Ask short questions about how they drink it
- Reward each answer with a prize served at the bar
- Track Klipdrift's share of brandy and cognac sales
Chapter 2 of 6
On screen: a brand on the front door
Klipdrift's advert sat on the venue web app that guests see as soon as they connect to the Wi-Fi. Below, the brand's own film, friends dashing to the shops for ice and raising a Klipdrift and cola, as a venue screen would carry it.
One way in: the free Wi-Fi
There was no app to download and no code to hunt for. Guests joined the free TIGERS JUNGLE Wi-Fi, signed up once and accepted the POPIA and privacy terms, and the venue web app opened with Klipdrift on it.
The same front door greeted guests at all 16 Tiger's Milk and 9 La Parada stores in the campaign, at the same time.
Chapter 3 of 6
The guest's journey, start to finish
From joining the Wi-Fi at the table to a reward at the bar: five steps, all in the phone's browser.
Five steps
-
Join the free Wi-FiGuests join the free TIGERS JUNGLE Wi-Fi and the Tiger's Milk Welcome to Tiger's Jungle page opens.
-
Sign up onceGuests sign up once and tick the POPIA and privacy terms.
- A brand on the front doorKlipdrift's advert sat on the venue web app that guests see as soon as they connect to the Wi-Fi.
- Short questionsTapping the advert opened a quick drop-down question: how they take their Klipdrift, their favourite variant, the perfect moment for one.
- A reward at the barEach answer unlocked a scratch-to-reveal reward that staff verified.
Chapter 4 of 6
Every mechanic, in detail
Four working parts: the advert, the questions, the reward and the sales tracking. Each one fed the next.
The advert on the venue web app
The venue web app is the first thing a guest sees once they are on the Wi-Fi. Klipdrift's advert sat there for the whole campaign, from 3 February to 22 June 2022, in front of every adult guest who connected. Tapping it started the question.
Short brand questions5 questions
Each question was a single drop-down, quick to answer at the table. The answers became first-party data the brand owns, broken down under Who took part. The questions guests answered:
- How do you like your Klipdrift?
- Which is your favourite Klipdrift?
- Have you seen Klipdrift Unklipped on YouTube?
- When is the perfect moment for a Klipdrift?
- Do you follow Klipdrift's socials?
Unklipped on YouTube44.12%
One question checked the reach of the brand's own content series. 44.12% had watched all three seasons of Klipdrift Unklipped, and another 44.12% had not yet but were saving it.
Following the brand77.78%
Asked which of Klipdrift's social channels they follow, 77.78% of those who answered named Instagram, 11.11% Twitter and 11.11% all of them: a clear steer on where to talk to this audience.
A scratch-to-reveal reward
The answer unlocked a virtual scratch tile on the phone. The guest scratched it to reveal a reward and showed the screen at the bar, where store managers verified it.
Sales tracked against the category56.99%
Klipdrift's sales in the stores measured were set against the whole brandy and cognac category, as an average per day before the campaign and during it. During the campaign, Klipdrift averaged 56.99% of the category's daily sales, up from 50.01% before.
Chapter 5 of 6
The results
From 50.01% to 56.99% of the category.
Campaign feedback, Klipdrift at Tiger's Milk, 3 February to 22 June 2022. During the campaign, Klipdrift took a bigger share of everything sold from the brandy and cognac shelf, and most of the engagement came at the weekend.
Category sales data: brandy and cognac
Klipdrift share of brandy and cognac category sales
Average per day
| Period | Share of category |
|---|---|
| Before the campaign | 50.01% |
| During the campaign | 56.99% |
The rest of the category: 49.99% before and 43.01% during the campaign.
Time of engagement
54.06%
Of engagement on Friday and Saturday
Engagement by day of the week
Share of the campaign's engagement
| Day | Share of engagement |
|---|---|
| Mon | 5.84% |
| Tue | 5.62% |
| Wed | 10.05% |
| Thu | 12.22% |
| Fri | 23.57% |
| Sat | 30.49% |
| Sun | 12.22% |
Friday and Saturday together: 54.06%. Shares add up to 100.01% as stated.
The share: before the campaign, Klipdrift averaged 50.01% of the brandy and cognac category's daily sales across the stores; during it, 56.99%. The rest of the category fell from 49.99% to 43.01%.
The timing: Saturday was the busiest day, with 30.49% of the engagement, then Friday with 23.57%. Together the two made up 54.06% of the engagement.
Chapter 6 of 6
Who took part
A young audience: 46.89% of those who took part were 18 to 25. Here is who they were, and how they drink and follow Klipdrift.
Asked “Have you seen Klipdrift Unklipped on YouTube?”, 44.12% had watched all three seasons, and as many again were saving it to watch.
Customer demographics
46.89%
Of participants aged 18 to 25
First-party data
How do you like your Klipdrift?
- With coke 92.94%
- Neat 4.60%
- In a cocktail 1.91%
- Other 0.56%
Shares add up to 100.01% as stated.
Have you seen Klipdrift Unklipped on YouTube?
- Yes! All 3 seasons 44.12%
- No, but saving it 44.12%
- What's YouTube 11.76%
When is the perfect moment for a Klipdrift?
- At a friend's braai 37.50%
- After work 33.33%
- Watching the Bokke 16.67%
- At the bar with mates 12.50%
Do you follow Klipdrift's socials?
- Instagram 77.78%
- All of the above 11.11%
- Twitter 11.11%
Related work
Stories that used the same services, or worked in the same sector.
-
Savanna
How Savanna used the Tiger's Milk guest Wi-Fi platform from 11 November to 16 December 2021 to swap a quick question for a Savanna on us, and what it achieved.
-
Heineken
How Heineken used Tiger's Milk guest Wi-Fi and a venue web app to swap a quick insight question for a reward, verified by store managers at the bar.
-
Flying Fish
How Flying Fish Seltzer used the Tiger's Milk guest Wi-Fi platform in 2022 to give adult guests a chance to win and ask what they thought of the drink.
