During the pandemic in 2020, Coca-Cola made the bold move to pause their own advertising and refocus some of the spend to support those who needed it most – the hospitality sector that had been forced to close (amongst others). Part of their Open Like Never Before initiative, we received the brief to help Coca-Cola European Partners support some of their key customers by investing in promotions and marketing campaigns. Part of the challenge was to ensure customers had ownership of their creative and messaging. So, our job was to ensure we created the perfect plan for all parties, and we had to do it quickly.
Ordinarily a client of the Consumer Brands team, we first engaged with our Golley Slater Media Team to co-create the strategy, plan, and shopper creative solution for each of the nine customers.
The result was a bespoke social, eCRM and DOOH campaign per customer which targeted the right people, with the right message, at the right time ensuring the money invested was being spent as efficiently as possible to ultimately deliver strong ROI. All delivered within four weeks!
Shopper creative was created bespoke for each customer with strong call to actions to prompt action.
DOOH targeted people within a 2-mile radius of participating customers and food service delivery parameters, optimising towards impressions so ads were served as many times as possible – enabling high frequency. This also meant we were able to expand our audience reach and bring new potential customers to the chains.
We used programmatic advertising to target people across Facebook, Instagram and Snapchat within a 2-mile radius of participating restaurants with customers (and shopper) tailored created, as well as email campaigns to each customer’s database.
Our “lookalike” strategy proved extremely successful! Results available on request.