The Coca-Cola Company that owns brands like Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza and Minute Maid undertook a mobile marketing exercise in India keeping the country’s dynamics in mind.
Coca-Cola India reached the right audience and drove consumption in key tier II and III markets during the summer by targeting feature phone users on Facebook.The company wanted to increase brand awareness and purchase intent for Coke in selected towns in India. It wanted to address a predominantly tea- and coffee-drinking audience and position Coke as a refreshing drink of choice for the summer. It was important to Coca-Cola to reach the right audience segment with its campaign.
Facebook, using its Audience Insights, 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 aged between 16 to 30 in seven states across India on feature phones specifically.
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. Coke opted for a mix of English and Hindi ads.
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.
Coca-Cola saw an 11-point increase in purchase intent in English-speaking markets and a 16-point lift in message association in Hindi-speaking markets and 6-point lift in English-speaking markets. Also there was a 13-point increase in ad recall in English-speaking markets and 9-point raise in Hindi-speaking markets.
The campaign reached over 10 million Indians at a cost of 0.32 rupees per contact. It ran for 5 weeks between May 26–June 30, 2014