How Coke capitalised on the synergy between TV & Facebook
When Coca-Cola launched its iconic Polar Bears campaign in France in 2013 Kantar Worldpanel worked with the brand to measure its impact. The results? Facebook played a key role in the success of the campaign: 35% of purchases were influenced by the synergy between TV and the social media advertising. What’s more, Kantar Worldpanel calculated that for every Euro Coca-Cola invested in Facebook the brand generated 2.74 Euros back.
In a video about the campaign, Manuel Berquet-Clignet, Marketing Director Coca-Cola France, explains that today’s consumers are connected through a multitude of devices and marketers should reach them through as many as they can. Social media, therefore, is an essential part of the mix and rather than replicate TV commercials, brands should develop specific interactive content to maximise consumers’ engagement.
To measure the ROI of the campaign, Kantar Worldpanel combined the real purchase behaviour with the media behaviour of panellists. This analysis allows Kantar Worldpanel to quantify the return of every media investment as well as unravel the complex influence of multi-media campaigns. This way, advertisers and agencies prove the ROI of their campaigns and identify best practices for more effective media planning.
Kantar Worldpanel’s work won silver at the Trophées du Marketing Awards organised by Marketing Magazine in France.
Read more and watch a video about this case study on Facebook.
