Top Story


Home >> Digital >> Article

How Coke's Facebook campaign drove consumption in tier II, III cities

Font Size   16
How Coke's Facebook campaign drove consumption in tier II, III cities

Coca-Cola India turned to digital to increase the brand’s presence in tier 2 and 3 markets of the country last summer. The beverage maker launched a five-week campaign (May 26-June 30, 2014), targeting feature phone users on Facebook to increase the purchase intent of Coke.

The campaign aimed at influencing teetotalers and positioning Coke as the preferred refreshing drink during summers.

Reprise Media was the creative agency for the campaign. Using Facebook’s audience insights, the agency profiled the target group, while Coca-Cola India used a combination of demographic, geographic and device-based targeting on Facebook to reach them. The brand targeted youngsters in the age group of 16-30 years in seven states on feature phones.

The Facebook insights revealed that youngsters had a great liking for actor Deepika Padukone, Coca-Cola’s brand ambassador. The beverage maker devised a creative strategy, featuring Padukone in photo ads on mobile news feed. The creative copy positioned Coke as a great refreshing drink for summers. Coke opted for a mix of English and Hindi ads.

The campaign was successful as Facebook helped Coca-Cola reach consumers, previously considered ‘unreachable’, on digital. The brand saw a considerable lift in ad recall, purchase intent and message association, which was measured by Nielsen Brand Effect.

“Our (Facebook) campaign proved that we could reach people, who were considered ‘unreachable’, through digital. This is a unique mobile initiative and it has given us new groundbreaking capability. We are thrilled, especially with the impact our campaign had on purchase consideration among people without much exposure to our brand online,” said Wasim Basir, Director Integrated Marketing Communications, Coca-Cola India.

The campaign’s achievements are as follows –

1. An 11-point increase in purchase intent in English-speaking markets (Nielsen Brand Effect for Facebook)

2. A 16-point lift in message association in Hindi-speaking markets and a 6-point lift in English-speaking markets (Nielsen Brand Effect for Facebook)

3. A 13-point lift in ad recall in English-speaking markets and a 9-point lift in Hindi-speaking markets (Nielsen Brand Effect for Facebook)

4. Over 10 million Indians reached at a cost of 0.32 rupees per contact

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.