Coca-Cola Tmall Double Eleven Project MARS

2018

Coca-Cola. Since 1886, it has provided happiness to people all over the world. Over a hundred years later, we needed to evolve to deliver true innovation that meets consumers’ growing expectations.

Coca-Cola, as a pioneer brand, launched the MARS project (Mobile, Analytics, Real-time, Social). With the launch of Double Eleven E-commerce in 2018 as an opportunity to have a voice, four aspects have innovation, Mobile-optimized user phone experience, Analytics-Media data analysis and optimization, Real time-E-commerce data monitoring real-time; Social- Diversified social content inside and outside the station.

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CHALLENGE

 

Coca-Cola. Since 1886, it has provided happiness to people all over the world. Over a hundred years later, we needed to evolve to deliver true innovation that meets consumers’ growing expectations.

①Changing expectations

②Media efficiency

③Increase online market share

So, how to control the efficiency of media distribution so that the contribution of media distribution to sales can be monitored and optimized?

Coca-Cola, as a pioneer brand, launched the MARS project (Mobile, Analytics, Real-time, Social). With the launch of Double Eleven E-commerce in 2018 as an opportunity to have a voice, four aspects have innovation, Mobile-optimized user phone experience, Analytics-Media data analysis and optimization, Real time-E-commerce data monitoring real-time; Social- Diversified social content inside and outside the station.

GOAL

 

  • E-commerce media launch effectiveness: tracking the contribution of media launches to sales growth
  • E-commerce sales growth: JD.com and Tmall platform sales have doubled (2018 D11 campaign V.S. 2018 6.18 campaign)
  • Enrich the consumer experience of e-commerce users: Brands interact more closely with consumers, focusing on user experience needs

We need to find the right media channels and media partners to reach the core of the target population, and we need innovative and unique ways to stimulate their enthusiasm for participation.

INNOVATION

 

Mobile-C2M Tmall custom gift box, online for new flavors of Coke, enriching the mobile phone shopping experience for users

1.First launch of small factory production online dedicated to new flavors of cola-lemon, vanilla, peach, orange

2.C2M Tmall custom gift boxes are available for sale at Tmall flagship stores. Consumers who choose a new flavor of Coke can receive Tmall custom gift boxes with corresponding flavors. They can also use stickers to decorate gift boxes and share gift boxes, share love,tasting new flavor Cola with your favorite ones.

Analytics-JD.com and Tmall media strategy formulation, real-time analysis and optimization

1.Delivery rhythm: media launch method: JD.com use its direct delivery for search optimization, and real-time banner auction delivery; Taobao delivery-using through train for search optimization, diamond exhibition for banner delivery, star shops

2.Phased launch, Phase1 warm-up period-conversion of interested users, continuous testing of the former water storage crowd; Phase2 pre-sale period-expansion and brand flow stability; Phase3 snap-up period-gradually increase the harvest ratio, reduce the new ratio; Phase4 outbreak Period-Harvesting crowds, transforming new customers

3.Crowd orientation: build a logical chain of 5 major crowds, and divide them from high to low according to the conversion rate: Layer1-contracted crowd; Layer2-promoted crowd; Layer3-cognitive crowd; Layer4-value potential customer; Layer5-type potential customer

Real Time-initiated WAR ROOM for real-time data monitoring and optimization

1.Information transparency: WARROOM combines multiple data, including sales figures (provided by Syntun), e-commerce delivery performance (provided by CARAT), and inventory availability (provided by Clavis). Advertisers and media agencies can see data performance at the same time

2.Real-time data and optimization: WARROOM data is updated every day. Media agencies and advertisers can summarize the data at the first time and guide the next step to adjust the plan;

3.Reduce decision-making time: WARROOM enables advertisers' e-commerce departments, sales departments and media agency companies to work together, and everyone can obtain, interpret and make adjustment plans at the same time

4.Guide the correct optimization method: WARROOM provides data such as media delivery effect, sales volume, and shelf rate of goods. It can intuitively see the contribution and defects of media delivery. Clear and visible data guides the correct strategy optimization.

Social- diversified social content inside and outside the station

In this Double Eleven, KOL-Via was linked to Tmall live broadcast on the site, and the Coca-Cola family spokespersons such as Luhan and Peng Yuyan were released on the Weibo end of the station to release short videos to help the team and the official Weibo continued to warm up. On Double 11 Day, blow up traffic and convert traffic into sales

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