who said we have to
go back to 'normal'?
in Coca-Cola's covid campaign, people were inspired to discover themselves in hobbies and activities like they had never before. But as lockdown was ending, Coca-Cola wanted to remind them to remember the ways in which they discovered himself.
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This presented a good opportunity to address Coca-Cola's larger business objective to acquire new loyalists and increase brand love score.
Possible segmentation
1
Millennials who loved Coca-Cola and Coke Studio
2
Heads of households especially mothers who are decision makers for grocery shopping.
3
Young 18-25 year olds who aren’t attached to Coca-Cola like millennials
Creating early loyalists and using this campaign to appeal to 18-25 before the launch of new Coke Studio season.
what was the consumer pain-point?
During COVID, they had time and mental space to learn new sides of their personalities and finding new ways to express themselves was great. However, upon returning to a new normal, uncertainty drove more fears. Moreover, the idea of returning to the same routine after a hiatus was frustrating. ​
Keeping a tap on relevant searches by target audience on YouTube
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The
Idea
Real people. Real insights. Real placements.
Taking insights from YouTube searches of the target audience + Coca-Cola‘s internal data, Google Trends were tracked for 3 months (lockdown months). Relevant search volumes were quantified to see the new things Pakistanis discovered in quarantine.
18 unique creatives were made to create customized Youtube Pre-roll ads using Director’s Mix.
These ads were served back to the target audience before top rated videos in the categories: Music, Food, Entertainment, Gaming, DIY
How did you optimize the campaign?​​
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We started with 50 odd creatives that were tested in the Director's Mix. Eventually the best performing 18 were selected and increased budgets were allocated to them.
Why was Youtube pre-roll selected as the medium for these creatives?
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Talk to the consumers like you're only talking to them! As audience watched their favourite videos, customised ads caught their attention. Moreover, YouTube is the biggest social media platform in Pakistan. It allowed to reach a mass audience.
What was the most exciting part for you?
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What started out as a small, local digital amplification campaign for a global creative was eventually scaled to offline and seen on OOH across major cities nationwide.