Coca-Cola

Success Story

The taste of happiness

To celebrate the return of its iconic polar bears at the start of 2013, Coca-Cola launched a multichannel campaign integrating TV, a video produced by Ridley Scott, and Facebook with a strong focus on sales. This delivered impressive results and a 2.74X return on investment on Facebook.
  • €2.74 generated for every €1 invested on Facebook
  • 3.6X higher return on investment than TV
  • 18% of potential online buyers were exposed to the Facebook campaign

Their Story

Making brand preference count

Coca-Cola’s vision is simple: generating emotional connections with consumers that lead to brand preference and sales. So it decided to bring back the iconic polar bears that epitomise the cheerful, heart-warming atmosphere that Coca‑Cola was hoping to bring to families over the winter period.

Their Goal

Engaging consumers

For Coca-Cola, the aim was to strengthen brand identity by getting people to interact with its creative on Facebook. This in turn would serve to boost engagement around the TV campaign. The end goal was to directly impact sales in stores.
With over three million fans of Coca-Cola in France, Facebook was naturally at the heart of our campaign strategy. Today, with this campaign, we now also know that beyond just creating conversations Facebook’s targeting capabilities and engaging ad units also make it an efficient sales channel.
Manuel Berquet-Clignet, Marketing Director, Coca-Cola France

Their Solution

Valuable creative synergy

As a fast-moving and innovative company, Coca-Cola, working closely with its media agency, Starcom Mediavest, developed a novel publishing strategy that set itself apart in the full use of Facebook ad products over 2 months in the first quarter of 2013.
Coca-Cola started by using Page post ads to promote a video produced by Ridley Scott. The 6-minute short follows the bear family as they take a journey across the arctic tundra and learn about leadership. The film was broken down into 30-second spots and shown during prime-time television.
Then, as part of a fully integrated marketing strategy aimed at reaching as many potential customers as possible, Coca-Cola opted to use a Facebook target block to reach its target audience over a 3-day period.
Finally, Coca-Cola ran a Facebook logout experience, allowing it to feature a video post from its Page that played to people when they logged out of Facebook on the day the TV ad aired.

Products used

Goals

Their Creative

ПретходноСледећа

Their Success

Cool results for Coca-Cola

Facebook was able to complement Coca-Cola’s TV campaign to deliver the message to a wider audience, drive engagement and achieve incredible results. According to Kantar Worldpanel’s research study, Facebook drove incremental sales with a return on investment greater than all other media:
  • 27% of Coca-Cola’s incremental sales were generated by Facebook, using only 2% of the gross media budget
  • return on investment of €2.74 generated for every €1 invested on Facebook
  • Assuming identical household reach, Facebook would drive 2.3X more sales than TV
  • 35% of the TV and Facebook impact is due to a synergy effect between the two media. This means that the actual impact of using TV and Facebook in combination is 54% higher than could be expected from their individual impact alone.
  • Facebook has effectively targeted the big spenders in its category and therefore impacted the volume of sales rather than the volume of buyers