Challenge

The beverage category falls under “instant consumption,” which means that impulsive consumption behaviors will occur when consumers feel thirsty. When online and offline prices do not vary, consumers hardly actively purchase beverages online.

Strategy

Coca-Cola collaborated with JD.com for its 531 Super Brand Day to deliver the brand message, “At This Golden Moment,” as well as a series of creative activations. On May 31, every order through Coca-Cola’s online vending machine was promised to be delivered within 2 hours by the JD.com delivery crew.

Results

9x
increase in sales from previous Singles’ Day
13
million participants
3x
sales compared to previous 30 days

Next Project

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