Coca-Cola, one of the biggest CPG brands in the world, worked towards creating audience segments so the brand could better understand its customers.
With 13 sub-brands active in the market—each with its own goals, segmentation needs and investment capabilities— Coca-Cola wanted to better understand its brand affinity and drive sales in the region. Coca-Cola ultimately wanted to deliver more relevant content and adapt marketing based on what their customers liked, the content they consumed and online and offline locations. At the time, they were not taking advantage of programmatic and instead were doing direct buys.
In March 2015, MediaCom developed the concept of a “Precision with Scale” campaign, in which they partnered with MediaMath to activate the technology company’s integrated demand-side and data-management platforms. In the campaign, MediaCom recommended Coca-Cola shift more budget to programmatic and actively work towards creating audience segments so the brand could better understand its customers. Using a two-phased approach, Coca-Cola was able to achieve buying efficiency of more than 7 million Mexican pesos vs. non-programmatic buying in addition to other impactful results.
To learn more about how this brand, agency and tech provider partnership delivered the right solution for Coca-Cola, watch our video interview and download our full case study here.