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Intro

The beverage category falls under “instant consumption,” which means that impulsive consumption behaviors will occur when consumers feel thirsty. When online and offline price differences don't, consumers rarely purchase beverages online.

Challenge

To maximize 

brand exposure and boost sales on e-commerce platforms within a short time frame.

Creative Solutions

Partnership

Coca-Cola collaborated with JD.com and created “531 Super Brand Day” to deliver the brand message “At This Golden Moment” as well as a series of creative interactions featuring the spirit of “Enjoy the Fun.”

Increased Brand Impact

On May 31, every order through Coca-Cola online vending machine was promised to be delivered within 2 hours by the JD.com delivery crew.

Awareness

Integrated online and offline cross-media to create interactive campaigns and boost sales.

Key Results

8.7

Times more than the sales from Singles day a year before

2.5

Times more than the total sales in the previous 30 days

13000000

People who participated in the gift giveaway


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