Coca-Cola

The Objective

More sales during Rock in Rio

Coca-Cola had a clear and challenging mission during Rock In Rio: to remain the leader in the drinks segment and increase sales of their products. However, a festival of this magnitude is also an environment with a lot of competition for the audience's attention, and the brand needed to find a way to stand out among all the others.

The best way to do this on TikTok was not exactly a secret for Coca-Cola, a superstar in these brand-building strategies. But there was an additional challenge: How to identify the impact of this campaign not only on awareness, but along the entire funnel?

The Solution

High impact, high frequency and a little bit of science

To stay on top of the conversations at Rock in Rio, Coca-Cola knew they needed a lot of presence, as well as high reach and high frequency in their message. So they prepared, along with the OpenX agency, a very comprehensive communication strategy.

On the content side, to begin with, there was a bit of everything: The brand surfed the trends, made humorous content and also talked about music, always with the help of creators covering the Festival. TikTok Creative Exchange, our TTCX, has stepped in to help Coca-Cola scale creative production

Split into different hashtags according to the theme, these contents were the basis of the brand's organic strategy, but was also boosted by media. The high-impact TopView and Top Feed formats were the basis of the paid strategy to amplify the reach of videos. Along with them, auction-bought In-Feed Ads helped sustain the message and increase its frequency.

The icing on the cake of this plan was in the measurement. As you may have heard, people don't always take action at the exact moment they are impacted by a TikTok ad. Thus, a more common attribution model, such as the last-click model, cannot identify the full impact generated by our platform at the end of the funnel.

But we have already shown that our platform helps brands sell more (for less), even offline. The challenge is to properly measure this incrementality. And that's why Coca-Cola worked with LiveRamp on a Sales Lift Study.

This type of study shows the impact of a TikTok campaign on offline sales by comparing the volume in different similar markets – some exposed to the campaign, some not. The difference in total sales between them is called incremental and attributed to our platform, which is the big variable between the two sides. Who says you can't measure TikTok's impact offline?

The Results

Views turning into sales

Coca-Cola's campaign was a big hit at Rock In Rio, as well as the festival as a whole. There were 236 pieces of content published and boosted before, during and after the event, which accumulated over 730 million views. A huge reach that was reflected in revenue: The LiveRamp study identified a 6.9% incremental increase in brand sales during the campaign period, all attributed to TikTok.

Almost 7% more sales that simply would not have happened had it not been for Coca-Cola's strategy on TikTok. It seems liek brand building campaigns can also make people buy more, huh?

TikTok can have a real impact on your brand's sales. The key to identifying this is to measure it in the best way, as Coca-Cola did – and not rely only on outdated click-based attribution models, which don't really reflect changes in consumer behavior and all the diversity of today's digital channels. How about trying it, too?