The digital activity, managed by Reprise Media, achieved the objective of increasing the purchase intent for Coke in these markets
BestMediaInfo Bureau | Mumbai | January 30, 2015
Coca-Cola India used an innovative strategy last summer to increase penetration in key tier 2 and 3 markets. It rolled out a five-week-long campaign from May 26 - June 30, 2014 with the aim of increasing the purchase intent for Coke in these markets by targeting feature phone users on Facebook.
The campaign also wanted to target the tea and coffee drinking audience and position Coke as a refreshing drink of choice during the summers. The entire digital activity was managed by Reprise Media.
Using Facebook’s Audience Insights, the agency profiled the target group, and Coke used a combination of demographic, geographic and device-based targeting on Facebook to reach them. The brand targeted males and females in the age bracket of (16–30) in seven states across India on feature phones.
Facebook Insights revealed that this target audience had a great affinity for actor Deepika Padukone, the brand ambassador for Coke. Using this insight, Coke devised a creative strategy using Padukone in photo ads on mobile News Feed. The creative copy positioned Coke as a great-tasting and refreshing drink for the summer.
The results achieved were phenomenal 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. According to the study, there was an 11-point increase in purchase intent in English-speaking markets, 16-point lift in message association in Hindi-speaking markets and 6-point lift in English-speaking markets. Plus there was a 13-point lift in ad recall in English-speaking markets and 9-point lift in Hindi-speaking markets. Over 10 million Indians were reached at a cost of 0.32 rupees per contact.
Commenting on the campaign, Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India, said, “Using Facebook’s feature phone targeting and deep audience segmentation, our campaign proved we could reach and influence people who were ‘unreachable’ through digital. This is a unique mobile initiative, and it has given us a 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.”
Anjali Hedge, CEO, Reprise Media, added, “Every post is an opportunity for customers to convert, but there has been a lack of understanding on how to achieve those results. The campaign clearly showed us the path: irrespective of social demography, every positive interaction on social platform increases the likelihood of an eventual conversion. Coca-Cola scored high on purchase intent among an audience segment who otherwise had very limited digital exposure to the brand.”