"Smartup was breaking paradigms. We showed that with a good strategy - and the best partner - we could achieve the extraordinary."
In 2021 Mexico became the largest consumer of bottled water in the world, along with Thailand, according to Statista. According to Kantar's Worldpanel Division, 98% of Mexican households bought bottled water, on average each household purchased 1,385 liters and spent $1,315 pesos in the same period.
Danone Bonafont is also the best-selling bottled water in Mexico according to various sources such as Merca 2.0. Bonafont is also the brand responsible for an annual event that brings together more than 50,000 people and has become the largest Danone activation in the world.
The challenges were many. The first, and the one that had generated the most problems in the past, was the technological and cybersecurity infrastructure to support several thousand simultaneous connections in the registration process and the allocation of bibs limited to the places available in each location of the race. Having overcome this challenge, we still had to capture more than 50,000 runners, manage communication with them, brand reputation and capitalize on all the data captured in the process for the benefit of the user experience on the delivery and online sales platforms.
For the past 5 years our support for the Bonafont race has been comprehensive, and has been based on the RevOps (Revenue Operations) philosophy. Within the same project we address the generation of demand, its registration in the database, the allocation and digital delivery of bibs, the follow-up of comments and doubts, the reputation management during the months prior to and on the day of the race, as well as the processing and exploitation of the data resulting from this journey to provide additional knowledge and new sales capabilities to the brand.
In the operation of the project, this translates into the design of the user experience, the interfaces, the configuration and testing of the systems structure and registration cybersecurity, the generation of the microsite, communication and creative pieces, the management of social networks and the capture of tens of thousands of registrations in a single day and finally the creation of a 12/7 War Room for listening, attention and reputation management.
In parallel, and taking advantage of both the knowledge and data extracted from the Bonafont race, we supported the brand in the CRM strategy and tactical operation of its "Direct to Consumer" online store and also in the generation of dashboards to characterize omnichannel consumer behavior through RFM models (Recency, Frequency and Monetary Value) on Microsoft Power BI that served to optimize physical distribution routes and focus marketing efforts on clusters of higher value customers and/or with greater growth potential.
The achievements in this project have been many and in different areas. On the one hand, we consolidated the backend structure of systems and cybersecurity, and the user experience in the frontend to support more than 99,399 simultaneous connections to the website and generate more than 75,000 database records in just 10 minutes.
On the other hand, we generated content, campaigns and social media and email marketing strategies to generate a positive sentiment of more than 85%. More than 198,272 mailings were sent to registered brokers. The open rate reached 43.6% and more than 18,924 tickets were attended.
Last but not least, we are very proud to have been able to use the knowledge of the Bonafont career buyer persona to bring value to the brand in its D2C Ecommerce and also to have been able to capitalize on RFM behavioral data for the benefit of areas such as logistics or brand strategy.
"Smartup was breaking paradigms. We showed that with a good strategy - and the best partner - we could achieve the extraordinary."
Mariana Uriol
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