Rationale
The dual initiatives for this campaign can be viewed as one integrated strategy: The pop-up can be used to raise awareness for the app, which can be launched 2 weeks into the pop-up, and consumers can be encouraged to download the app on visiting the pop-up.
Combining online, content-based strategy with real, face-to-face connections can help to bridge the gap between consumer-firm and physical-virtual, enabling customers to develop an holistic relationship with Pukka Herbs (Tiago and Veríssimo, 2014).
(Team CGK, N.D.)
1.0
​
The rationale behind the Pukka Mobile App is tied to the target demographic of 24-35-year olds, as millennials use apps with the highest frequency (Panko, 2018), and want apps which add value to their experience, provide efficiency and resonate with their values (CGK, n.d.).
​
The concept behind an authentic, organic content-based app (rather than retail-focused) is to enable consumers to associate their engagement with Pukka as something which promotes their wellbeing and reinforces their identity, as it’s been shown that brand loyalty stems from value alignment (Kaufmann, Loureiro, and Manarioti, 2016), and that engagement with specific brands symbolises social identity (Burman and Zepplin, 2005). The mobile app facilitates this, which can be visualised in the framework below:
(Duus & Cooray, 2019)
A case-study of successful utilisation of a content-based App to boost brand commitment and loyalty through shared values and production of authentic content is that of DeliciouslyElla, the nutrition-lifestyle brand which encompasses a podcast series (see inspiration below)(Gilliland, 2017).
​
(Campaign, 2015)
2.0
​
Research has demonstrated the importance of generating compelling consumer experiences, but crucially, experiences must be both engaging (in-line with brand-consumer values), and empowering (encouraging consumers to creatively generate their own content for the brand (UGG), which gives them a sense of personal ownership of the brand, and enhances loyalty and advocacy (Christodoulides, Jevons and Blackshaw, 2011).
Further studies have shown that modern tea-drinkers see tea as a multifaceted, sensory experience (Ayub, 2019), and this is something Pukka should incorporate into the Pukka House pop-up.
(Ayub, 2019)
2.1
​
Regarding User-Generated Content (UGC), interactive social media tools are empowering millennials to be highly active in the advancement of products and brands; this younger generation desire to co-create in all aspects and stages of a product, even in its promotion (Smith, 2010).
​
Additionally, millennial consumers are highly sensitive to eWoM advertising (such as authentic brand advocacy and UGC), because they consider it more credible than traditional advertising, having been filtered and recommended by their peers. (Allsop, Bassett, & Hoskins, 2007).
​
For this reason, there is likely to be a dynamic interaction between consumers enjoying engaging in the Pukka House pop-up, and this enjoyment propelling them to generate original content and advocacy of the brand. This can be deliberately influenced by factors within the pop-up, such as hashtags, branded selfie photo-booths and props, QR code scanners for app-download, and incentives (such as competitions or special offers) when consumers visit the Pukka House.
Frameworks underpinning
the
Campaign Rationale:
(Duus & Cooray, 2019)
A key driver underlying the campaign is to help Pukka grow, especially in the global market. It is hoped that should these initiatives prove successful, a similar pop-up and app launch strategy could be replicated in the US (for example).