Coke Takes a Data-Driven Approach to Rebranding
Realizing that quality brand engagements are more important than mass sampling, Coca-Cola took a targeted, data-driven approach for a rebranding activation that helped Australians ages 25 to 35 fall in love again with the product, not the brand, and delivered an icy cold Coke in the moment.
The campaign kicked off on Australia’s biggest national holiday—Australia Day—with an invitation to have an icy cold Coke delivered to consumers based on what they were posting and talking about on social media that day. Consumers were then invited to register their names, mobile numbers and other info on a microsite (data that Coke had never before collected), and through an algorithm deployed for the campaign, consumers were selected to personally be delivered a Coke (by brand ambassadors on branded scooters, no less). Facebook lead generation ads extended the campaign and surprise-and-delight deliveries turned into content that helped fuel it as well.
The use of data, digital and mobile combined with one-on-one engagements helped Coke connect with more than 45,000 lapsed drinkers and understand how people talk about and reference the product in their daily lives. It wasn’t long before some of the biggest companies in Australia were requesting deliveries. FOMO strikes again.