Beat Alcaraz: One Global Campaign, Built for Every Market

Beat Alcaraz was created for Danone's high-protein brands, including HiPRO, GetPRO, YoPRO and OIKOS. The campaign invited consumers to build points and unlock rewards, with the chance to meet Carlos Alcaraz and, for one selected participant, challenge him in a sport of their choice. The global idea was shared, but the consumer journey was not identical in every country. Each market had its own products, promotional rules, participation requirements, reward structure and launch dates. Some markets focused on proof of purchase. Others added activity tracking, referrals, instant wins or tiered rewards. Holograph designed and delivered the global campaign platform behind these different journeys. One central system supported local mechanics, languages, integrations and legal requirements, giving each market the flexibility it needed without rebuilding the campaign from the beginning. The challenge A multi-market promotion cannot rely on one fixed mechanic. Every participating market had different requirements covering eligibility, product validation, data capture, consent, points allocation and prize availability. Even the way consumers entered the campaign could change by country. Depending on the market, a participant might scan an on-pack QR code, create an account, upload a receipt, connect a fitness app, complete physical activity, invite friends or enter a promotional code. These actions could award different numbers of points, follow different limits and unlock different reward tiers. Not every market used every feature. The platform needed to activate the right combination for each country while keeping the campaign recognisable as one global experience. Timing added another layer. Most of the first-wave markets completed their promotional period on 31 August 2026, while Canada continues until 13 September. Further markets are due to launch, so Holograph must support campaign closure, winner validation and reporting at the same time as preparing the next rollout. Partners involved Danone and local brand teams: Providing the global campaign idea, brand direction, participating product ranges, local promotional requirements and rewards. Holograph: Designing and building the global campaign platform, configuring local journeys, connecting campaign services, managing campaign operations and providing campaign reporting. Markets (so far) UK, Ireland, Italy, France, Germany, Austria, Switzerland, Portugal, Spain, Belgium, Netherland, US, Canada Key objectives Turn the global Beat Alcaraz idea into a locally relevant consumer experience. Support different entry and reward mechanics within one campaign platform. Validate eligible purchases and allocate points accurately. Connect product purchases with physical activity and repeat engagement where required. Manage local languages, legal requirements and campaign dates. Give country teams access to their own campaign reporting. Prepare the platform for additional markets without rebuilding the core experience. Holograph solution Holograph created a modular campaign platform that separated the global experience from the rules applied in each market. Modular market architecture The core platform managed accounts, points, rewards, winner journeys and reporting. Individual market configurations controlled which features were active, how participants could earn points and which rewards were available. This allowed local teams to adapt the campaign while the central Danone team retained a consistent global structure. Localised entry journeys On-pack QR codes directed consumers to the correct market and language experience. Each journey could apply its own registration fields, consent wording, eligibility checks and participation limits. The platform supports more than ten languages, with local content and legal requirements managed separately for each market. Proof-of-purchase validation Where a purchase was required, participants could upload a retail receipt through the campaign platform. The validation process checked the receipt, identified participating products and awarded the correct points or entries. Holograph connected the platform with the proof-of-purchase process required in each market, including its own receipt recognition technology where applicable. Activity and engagement tracking Selected markets allowed participants to connect fitness services such as Fitbit, Strava or Garmin. Eligible physical activity could then be converted into campaign points. Markets could also award points for other actions, including account creation, repeat visits, referrals, communication sign-ups and promotional codes. Each action followed its own limits and point values. Configurable points engine Holograph built the points logic to work at market level. Local teams could define qualifying actions, daily limits, point values, reward thresholds and entry conditions without changing the underlying platform. The engine maintained each participant's balance, recorded how points were earned and deducted points when a reward was claimed. Rewards and prize management Reward catalogues, point thresholds and available quantities could vary by market. Participants saw only the rewards relevant to their country. The platform supported different prize mechanics, including tiered rewards, instant wins and prize draws. Winner information moved through the relevant confirmation and validation journey before being securely handed over to the fulfilment partner appointed for each market. CRM and campaign communications Account registration and marketing permissions were captured according to each market's requirements. Automated communications could confirm participation, reward claims and winner actions, while local teams retained control of their own CRM permissions. Market-level reporting Holograph provided reporting for individual markets and the wider campaign. Teams could monitor registrations, purchase validation, points activity, reward claims and campaign conversion without combining markets that followed different rules. Phased campaign rollout The platform was designed for a rolling launch schedule. New markets can reuse the core account, points and reward services while adding their own content, products, rules and integrations. This allows the new market to join the campaign without disrupting countries that are already completing winner management and fulfilment.

Holograph delivered Global campaign platform Market-specific campaign configuration Multi-language consumer journeys QR code routing Account registration and authentication Proof-of-purchase integration Receipt and product validation Fitness platform connections Activity and engagement tracking Configurable points engine Reward tiers and prize catalogues Instant-win and prize-draw mechanics Referral and promotional code journeys CRM permission capture Winner management Market-level reporting Rolling market launch support Hero Metrics (so far) Over 280k unique visits Over 39k accounts created 35% first purchase rate Over 50% op into marketing communication Business impact Beat Alcaraz gave Danone a repeatable way to launch one global campaign without forcing every market into the same mechanic. Local teams could apply the products, participation rules, point values and rewards that worked for their country. At the same time, the central platform maintained a consistent approach to account management, purchase validation, points, winner processing and reporting. The campaign also connected several types of consumer behaviour. A product purchase could lead to account creation, repeat visits, physical activity, reward redemption and future brand communication, depending on the journey selected by each market. The result is a global campaign platform that can keep evolving as new markets join, while giving each country the control to run the promotion its consumers and local regulations require.