The Campaign

Our creative idea was simple, put the product into consumers hands when they would find it most desirable, rekindling their love for the product – not just the brand.

Creative Execution

Timing was everything! We kicked off the campaign with a bang on Australia’s biggest national holiday, Australia Day. We invited hundreds of consumers through social to have an icy cold delivery of Coca-Cola on us, based on what they were posting and talking about on the day. Our personalized invitations led to a bespoke microsite, where were asked for their first & last name, mobile, DOB, email and address – giving us a full profile on these consumers and more demographic information than a bank! The campaign was further extended with Facebook lead generation ads (matched to participants who met our geo-demo-social profile), and a search campaign in target suburbs. To increase intrigue and interest we also created a series of surprise and delight deliveries that were turned into content to help fuel the amplification of the campaign. The campaign was so successful it was extended three times.

Describe the success of the promotion with both client and consumer including some quantifiable results

- Over 448 personalised invitations distributed via Instagram and twitter, 341 requests were submitted back from these (76% response rate) - Over 10,000 requests were generated through the course of the campaign across the Facebook and Search components. - 45,840 icy cold Coke’s were put directly into lapsed drinkers hands - Our surprise and delight content performed at twice the Coke benchmarks, across views, engagements and sentiment

Explain why the method of promotion was most relevant to the product or service

This work represents a new way of how FMCG brands can engage consumers more meaningfully by being both data led and request based in the activities they run. This entry represents a dramatically different mindset from the volume driven mentality that is normally present, to one where quality of engagement and accuracy in targeting is the benchmark for success.

We took a ‘thick data’ approach, extrapolating more out of our data than ever before. Our data strategy had to identify and solve; ‘who are lapsed drinkers’, ‘where are they’, ‘why would they drink the product again’ and ‘what variant are they most likely to drink’. To help us we built a series of data models that: • Identified current drinkers (using, Quanitum, Sales and Australian Bureau of Statics Data) to find consumer groups that could be used to find look-a-like audiences. • Identified how they talk about the product (a keyword model built on 600,000 conversations from Facebook. Instagram and Twitter) • Identified weather patterns and co-purchase patterns that make consumption more likely. These models came together to form a bespoke algorithm that allowed us to target consumers in real time across Facebook, Instagram and Twitter, allowing them to experience that Coca-Cola uplift moment all over again.