How POKKA First Drip Captured Working Adults and Boosted Brand Awareness Through a Targeted Digital Strategy

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The Challenge

1. Breaking Into the Premium RTD Coffee Market‍

POKKA, a leading beverage brand in Singapore, sought to expand its market presence by launching its new First Drip coffee line. The goal was to capture a significant share of the premium Ready-To-Drink (RTD) coffee segment while reinforcing the brand’s commitment to health and wellness.

The primary challenge was generating interest and awareness among working adults, a demographic that values both convenience and quality in their coffee choices. Additionally, the brand needed to drive both online and offline sales through ecommerce platforms like Shopee and Lazada while competing with established global players such as Starbucks and Nescafé, as well as regional brands like Suntory’s Boss Coffee.

2. Competitive Landscape

The premium RTD coffee market is highly competitive, with global giants dominating the space. For new entrants like POKKA’s First Drip, differentiation was crucial. Key strategies to stand out included:

• Offering unique flavors and local customization
• Leveraging ecommerce platforms and mobile-first strategies
• Expanding distribution to non-traditional channels such as offices, cafes, and wellness centers
• Strengthening digital engagement with loyalty programs and exclusive promotions

3. Understanding the Target Audience

POKKA focused on working adults, a segment that actively seeks convenient, high-quality coffee solutions to match their fast-paced, productivity-driven lifestyles. This audience:

• Values quick energy boosts without compromising on taste or health
• Spends significant time on mobile devices, social media, and streaming platforms
• Prefers seamless online shopping experiences and efficient product discovery

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The Strategy

To maximise awareness and engagement within a limited budget, POKKA executed a highly targeted social media campaign using:

• Facebook & Instagram for broad engagement
• Programmatic ad buys to extend reach and precision targeting

This integrated approach ensured maximum visibility and reinforced POKKA First Drip’s presence in the competitive RTD coffee market.

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The Execution

1. Planning & Targeting:

• Maintained broad demographic targeting across Singapore to ensure visibility
• Applied interest filters focused on coffee enthusiasts & beverage consumers
• Incorporated Meta’s ‘Engaged Shoppers’ audience segment to target active online buyers

2. Creative Execution:

1. Developed visually engaging content showcasing different coffee personalities
2. Created relatable ‘essential kits’ for different working personas featuring First Drip coffee
3. Optimised landing pages for a seamless shopping experience, guiding users directly to ecommerce store pages

3. Real-Time Optimisation:

1. Continuously monitored ad performance
2. Implemented data-driven optimisations to improve cost efficiency and engagement rates

By leveraging social media, programmatic advertising, and engaging creatives, POKKA successfully captured the attention of working adults, reinforcing brand loyalty and increasing visibility in the premium RTD coffee market.

This case study highlights how a well-planned, targeted digital strategy can drive brand awareness and differentiate a product in a crowded market. With its data-driven and consumer-centric approach, POKKA First Drip has established itself as a strong contender in the premium RTD coffee space.

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