Most of the early QR scans occurred in traditional channels such as hypers/supermarkets and convenience retail, with Android as the primary device. The campaign began strong but then lowered intensity, with the expectation that once it rolled out in all countries this would change.
The city with highest scan count began as Montevideo (Uruguay).
Since the campaign inception in October, it was expected that the scan count would rise with Mexico as one of the most active countries. The gap between unique and total scans was 14%, which indicated that some users returned to scan the QRs.
Nearing the end of the campaign, traditional channels proved to be the most effective way to implement the QR, with 73% of scans being made in that channel.
Mexico had the highest scan count with Ecuador close behind, with more visits to the Linktree than from the Instagram account’s bio link.
Completing the campaign, the QRs performed great in countries which don’t have a high interaction with the Fanta brand Instagram profiles. The recommendation would be to activate in traditional channels in the future.