Coca-Cola®

Objective

The Coca‑Cola Company™ has been refreshing the world and making a difference for over 136 years. Whether in the classic form, as Coca-Cola® Original taste or zero sugar, delivers also limited editions with original collaborations such as Marvel license or a co-creation thanks to the new platform Coca-Cola Creations™ with a first edition with the world-famous, multi-award-winning, artist: Rosalía. The Coca-Cola company wanted to showcase their brand more on TikTok in order to effectively increase awareness among the TikTok audience but also measure the incremental lift in sales through their TikTok campaigns.

To achieve this goal, TikTok partnered up with the data insights platform LiveRamp to quantify the impact of their TikTok campaign on sales using their measurement solution Sales Lift with Coca-Cola as a case study.

Solution

We aimed to address different challenges, including the need to understand customer purchasing decisions and behaviour. TikTok's focus was on investigating how effective we are is in driving customers and sales lifts. 

To meet this challenge, TikTok and the data analytics platform LiveRamp partnered to provide a solution for measuring sales lifts for purchases made both in-person and online after the buyer has seen an advertisement on TikTok. This link between online visits and offline sales can help reveal the actual incremental value of your advertisements and highlight opportunities to further optimize advertising campaigns. Therefore, we analyzed, with LiveRamp, TikTok's Coca-Cola original and sugar-free campaigns for the first semester of 2023 to understand this impact on key sales metrics.

Results

The Coca-Cola Company achieved the above results with their campaigns having a direct impact on sales as users purchased the products. Overall, according to a LiveRamp Sales Lift study, TikTok drove a 7.88% lift in spend for the brand, resulting in a ROAS (Return on Ad Spend) of €11.37, surpassing LiveRamp benchmarks.

We also delved into campaign specifics to understand the impact of each campaign during this time period for specific Coca-Cola products advertised in the creatives. Marvel campaigns drove more customer lifts on their Marvel heroes design products, while Rosalia campaigns were more effective in driving spend lifts on Rosalia co-created design products. 

Reaching over 5 million users, this case study using Coca-Cola as an example was not only successful in generating sales but also drove high engagement. Creator content in particular had an impressive engagement rate of 3,39% 

Conclusion

Combining the power of TikTok ads and LiveRamp insights, Coca-Cola was able to quantify the effectiveness of their campaigns on TikTok.

The collaboration between LiveRamp, Coca-Cola, and TikTok yielded valuable insights into the effectiveness of TikTok as a platform for driving sales and helped Coca-Cola achieve their goal.

Impact

This case study of two of Coca-Cola's products shows that measuring and proving the impact of advertising on sales is essential for CPG advertisers as one of the key business metrics is product sales, whether that's in-store or online. 

Following a journey from first digital impression to in-store purchase can be tricky for even the most experienced advertisers. By partnering with TikTok and LiveRamp, Coca-Cola was able to measure the sales effect impact of their campaigns on TikTok, uncovering opportunities to further optimise ad campaigns in the future.

This case study stands as an exemplary reference for other CPG & FMCG advertisers seeking to measure the incremental sales lift their TikTok campaigns.