Back How CocaCola refreshed music fans with branded summer festivals
Coca-Cola, the carbonated soft drink manufacturer, maintains its ranking as the largest and most valued in the world. The brand is often associated with their cold drinks and seasonal campaigns, accentuating the atmosphere of winter or summer events. Their beverages reached stardom with the iconic Christmas adverts and have maintained consumers’ loyalty with their global campaigns to ‘refresh the world and make a difference’. Httpool by Aleph orchestrated Coca-Cola’s advertising efforts via a local agency, EssenceMediacom.
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The Objective
Coca-Cola further connects with audiences by sponsoring music festivals, sports competitions, and family events. That is why during the summer of 2022, Coca-Cola branded three Romanian music festivals, Neversea, Untold, and Electric Castle. Their aim was to drive anticipation and increase awareness for its summer music festivals in Romania. The campaign implemented Snapchat as a medium to reach young audiences through augmented reality (AR) lenses and multi-format advertising.
The target audience varied from young teens to early adults, but also received significant engagement from people aged 35+ years.
Coca-Cola also utilized Snap Ads to enhance awareness effects, while exposing the campaign to more audiences, through video and image ads.
The Solutions
At first, Coca-Cola used AR to attract audiences and encourage them to interact, increasing attention and impressions to the music festival, whilst also promoting Coca-Cola’s brand.
The synergy of the AR lens with Story Ads enhanced the campaign’s reach, generating more awareness and recognition. Displayed in Snapchat’s Discover section, these ads surpassed expected results.
The Results
The overall performance attained 14 million impressions while also promoting Romanian music festivals branded with the Coca-Cola label, and over 72,000 people followed the link in the ads.
Coca-Cola’s AR lens reached over 900,000 Snapchatters and delivered 4.7 million impressions overall. On average, audiences have spent 10 seconds interacting with the lens, achieving more than 28,000 shares between users and 27,310 saves on Snapchatters phones.
The Coca-Cola’s Story Ads, delivered a completion rate of 4.84% and a reach of 1 M, magnifying the results from the previous effort, and leading to an impressive 21,000 clicks.
Moreover, as a result of using Snap Ads, the campaigns delivered 3.4 million impressions, with a CTR two times higher than the industry benchmark. By applying Snap Ads into the mix of all the other features, the campaign inspired Snapchatter to seek additional information surrounding the sponsored festivals and the Coca-Cola brand.
“Snapchat, a platform often used in the campaigns of the Coca-Cola client and relevant to the Gen Z target, as was the case with the Coke Studio Festivals campaign, brought great value to the campaign through the recorded results. The success of the Brand Lift Study implemented through Httpool by Aleph further reinforced the fact that Snapchat is the platform that helps us reach consumers through interactive methods, thus achieving significant results."
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