Reaching an audience of 1.4 billion Chinese consumers necessitates maximizing the efficiency of every renminbi in a brand’s media budget. The Coca-Cola Company (TCCC) set out to increase the number of weekly drinkers of its beverage brands. Confronted with the challenge of effectively reaching and influencing potential consumers’ drinking habits, TCCC identified data utilization as crucial for boosting media effectiveness and driving sales.
However, the vast amount of data we had access to was both an opportunity and a challenge due to the added complexities of the fragmentation of digital data, stringent compliance with China’s data regulations, and the underutilization of first-party data.
In response, TCCC developed a custom audience model that surpassed existing methodologies and best practices. This innovative approach was designed to overcome these challenges and successfully attract more consumers to TCCC’s diverse portfolio of brands.
