The Business
Coca-Cola is a well-known beverage company with a long history dating back to 1886. It is recognized for its iconic brand and wide range of products, serving over 200 countries. The company's mission is to refresh the world, inspire optimism and happiness, and create value wherever it operates.
Campaign Objective:
The objective of the campaign was to enhance awareness of the Coke with meals campaign among Mdundo users in Nigeria. The goal was to reach a wide audience and promote the idea of enjoying Coca-Cola beverages with meals.
The Solution
A 10-second audio ad was deployed on the top 100 songs on the Mdundo platform. By targeting popular songs, the campaign aimed to capture the attention of users during their music streaming experience, effectively conveying the message of enjoying Coca-Cola with meals.
Mama saves the day. Lunch is here. Mom. I got some Coke too. Cook up memorable moments because family lunch and an ice cold Coke. Make a recipe for Wonder, Coca Cola. Real Wonder.
Campaign Results
Duration: 18 May 2023 - 31 May 2023
The Mdundo and Coca-Cola partnership yielded impressive results, generating substantial awareness and engagement among the target audience. The key outcomes of the campaign are as follows:
The audio ads generated over 900,000 downloads, indicating a high level of user interest and engagement. This metric reflects the campaign's effectiveness in capturing the attention of Mdundo users.
The campaign achieved an overall brand lift performance of 7.73%. This metric measures the increase in consumer awareness and perception of the brand after exposure to the campaign. A brand lift of this magnitude signifies the successful impact of the campaign on Coca-Cola's brand image.
As a result of the campaign, Coca-Cola emerged as the highest-ranked brand in awareness among Mdundo users in Nigeria, attaining a 14% awareness level. This achievement demonstrates the effectiveness of the campaign in increasing brand recognition and recall.
Major Learnings
Integrating the audio ads within the top songs on the Mdundo platform proved to be an effective strategy for reaching and engaging the target audience. The popularity of music among users facilitated higher ad downloads and increased campaign visibility.
Collaborating with Mdundo allowed Coca-Cola to specifically target and engage Mdundo users, who are likely to be music enthusiasts and potential consumers. This approach ensured that the campaign message reached a relevant audience, maximizing the impact of the campaign.
Measurement and Evaluation
The campaign's success was measured through various metrics such as downloads, awareness, consideration, favorability and purchase intent ranking. Regular monitoring and evaluation allowed the campaign team to gauge the effectiveness of their strategies and make data-driven adjustments when necessary.
In conclusion, the partnership between Mdundo and Coca-Cola successfully enhanced awareness of the Coke with meals campaign among Mdundo users in Nigeria. The campaign's implementation through audio ads and visual branding resulted in significant downloads, brand lift performance, and increased brand awareness.
