Global Case Study: How Coca-Cola Used BTL Activations to Increase Brand Awareness and Sales

Coca-Cola is one of the most recognizable brands worldwide, with a presence in over 200 countries. Despite its massive global reach, the brand continues to innovate and push the boundaries of marketing and advertising. In this article, we will explore a global case study of how Coca-Cola used Below-The-Line (BTL) activations to increase brand awareness and sales.

Background

In 2019, Coca-Cola launched a global marketing campaign aimed at increasing brand awareness and sales among young adults. The campaign, titled “Taste the Feeling,” focused on creating immersive brand experiences that would connect with the target audience on an emotional level.

BTL Activation Strategy

Coca-Cola’s BTL activation strategy involved creating a series of interactive and engaging experiences that would bring the brand to life. Some of the activations included:

1. Pop-up events: Coca-Cola created a series of pop-up events in major cities worldwide, featuring interactive games, live music, and sampling of new products.
2. In-store promotions: The brand partnered with major retailers to create immersive in-store experiences, including interactive displays, special offers, and limited-edition merchandise.
3. Experiential marketing: Coca-Cola created a series of experiential marketing activations, including a “Share a Coke” campaign, which encouraged customers to share a Coke with friends and family.

Results

The results of Coca-Cola’s BTL activation strategy were impressive:

1. Increased brand awareness: The campaign resulted in a significant increase in brand awareness among young adults, with a 25% increase in brand recognition.
2. Sales uplift: The campaign also resulted in a sales uplift, with a 15% increase in sales among the target audience.
3. Social media engagement: The campaign generated significant social media buzz, with over 1 million social media posts using the campaign hashtag.

Lessons Learned

Coca-Cola’s BTL activation strategy offers several lessons for marketers:

1. Immersive experiences matter: Creating immersive brand experiences that connect with the target audience on an emotional level is critical for building brand awareness and driving sales.
2. Integration is key: Integrating BTL activations with other marketing channels, such as social media and advertising, is essential for maximizing impact and reach.
3. Measurement and evaluation are crucial: Measuring and evaluating the effectiveness of BTL activations is critical for understanding what works and what doesn’t, and for optimizing future campaigns.

Conclusion

Coca-Cola’s BTL activation strategy demonstrates the power of immersive brand experiences in building brand awareness and driving sales. By creating interactive and engaging experiences that connect with the target audience on an emotional level, brands can build meaningful relationships with their customers and drive business results.

At Team 24-7 International, we specialize in creating immersive brand experiences that drive engagement, build brand awareness, and drive sales. Contact us to learn more about how we can help you bring your brand to life.