A conversational engagement strategy with real fizz

Consumers are overwhelmed, attention is scarce, and every brand wants its moment. How do you win genuine attention? By talking to them, literally.

FOCUSWATER, a Rivella brand, did exactly that, together with DiALOGiFY.

The mission: make customer interactions more personal, more inspiring and more measurable. The means: conversational marketing. The result: more sales, more insights, more brand love.

One strategy, many goals

The “Chat with Pat” campaign brought the FOCUSWATER spirit into the digital world. Snowboarder, musician and brand ambassador Pat Burgener became the interactive host of a promotion that combined playful storytelling with real data:

• Gamification
• Emotional brand story
• First-party data
• Conversion triggers

The goals were clearly defined:

Touchpoints everywhere: online and offline

The campaign was not purely digital, but phygital. QR codes on bottles, in social media and in emails led straight into the dialogue. Most chats started directly from the bottle, proof that offline touchpoints work when combined with a conversational component.

From chat to checkout: what happened

The CRM filled up in real time with data on values, taste and lifestyle. Pat was more than a chatbot, he was the starting point for a better understanding of customers.

A scalable framework with DiALOGiFY

The campaign was not a one-off stunt, but followed a structured process:

And now? The next step: Customer Momentum

Note: The following points describe the proposed next step and are not part of the campaign results measured above.

“Chat with Pat” was only the beginning. With the Customer Momentum System, one-off attention is to become lasting customer loyalty, among other things through:

• Always-on feedback loops
• Trigger campaigns based on taste and values
• Product recommendations from real insights
• Loyalty and gamification: rewards, referrals, secret drops

How FOCUSWATER can use this now

The campaign already provides FOCUSWATER with the following data:

• Profiles with flavour preferences and lifestyle values
• Newsletter opt-ins linked to the CRM
• First purchases and engagement data

Conceivable next steps based on Customer Momentum:

1. Preference for lemon-elderflower and mindfulness detected? → Message at the “Zero Sugar Edition” product launch
2. 20% code redeemed and positive feedback given? → Secret drop with a VIP sample
3. One bottle scanned per month? → Invitation to the “Flow Club” with exclusive content and challenges

All of this would be fully orchestrated by the Customer Momentum System, with no additional effort for the team.

Retention as the real value driver

Acquiring customers is expensive. Keeping them is the real ROI, and closes the gap between purchase 1 and purchase 2. With Customer Momentum, FOCUSWATER could:

• Increase repurchase rates
• Build a community of loyal fans
• Continuously enrich CRM profiles
• Follow up automatically via WhatsApp, email and SMS

From a one-off wow moment to long-term loyalty

“Chat with Pat” was the first drop. With the Customer Momentum System, it should become a continuous stream of customers. The real journey begins after the first chat, not before.

Marketers don’t need more data. They need better decisions.

Growth Cockpit: From insight to automated action

Note: General description of the Growth Cockpit functionality, independent of the FOCUSWATER-specific results mentioned above.

The DiALOGiFY Growth Cockpit is more than a dashboard: it is the command center for FMCG marketing teams and turns every click, purchase and piece of feedback into a Next Best Action automatically and in real time, not just into a report.