Case Study

Challenge

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

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

Strategy

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.”

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.

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

Results

8.7X
Sales of Coca-Cola on JD.com on May 31st were 8.7 times more than the sales from Singles day a year before
13M
Number of people who participated in the gift giveaway
2.5X
Sales volume in the first 2 hours of May 31st was 2.5 times more than the total sales in the previous 30 days

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HYLINK THINKS
Which came first? Media or Creative? Google Mapped the intersection of "Strategy and Creative". Couldn't find it. Spot Plans are like Quantum Dots. They're always in a state of flux. Conference Call Bingo is the best game ever. Why Doesn’t the Wifi Work When You Need It? Firing Yourself Up is the Best Promotion. How rich would you be if you had a dollar for every slide you had to write? Where’s the Free Food? Smart Thinking Equals Endless Possibilities. Back To The Future is the best movie for agency professionals. Advertising is like dating. Always dramatic. It’s Five O’Clock Somewhere. Such as, right now. No Copywriters were harmed in the making of this sentence. Advertising is like a marriage - keep it fresh or else it goes up for pitch. Manifestos are a great reason for beer. Or gin. Napa Valley should sponsor Advertising Agencies. “Programmatic” is a great conversation starter. Or killer. We don’t swipe. We click. Making that logo bigger, or smaller. Since 1994. This message was brought to you by Independence.
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