Case Study: Coca‑Cola achieves 42% increase in reach and 8X higher brand impact with Facebook

Coca-Cola - Customer Case Study

Coca‑Cola South Africa, part of the world‑famous beverage brand and the company’s largest market in Africa, set out to reposition its iconic drink with the global #EnjoyTheFeeling campaign and to run the first cross‑media study in Africa comparing Facebook’s performance with other channels. The challenge was to reach South Africans across all devices, boost brand awareness and measure Facebook’s role in the media mix.

Working with Facebook and agency Hello Computer, Coca‑Cola ran a three‑month multimedia Facebook campaign using reach & frequency buying, video, Carousel, Canvas and slideshow ads to engage audiences on mobile and desktop. The campaign delivered strong results: 42% increase in individual reach using only 3.5% of the total budget, 96% total campaign reach, an 8× increase in brand impact versus TV, and 3×–6× greater cost‑effectiveness compared with TV and other digital video.

Coca-Cola

Sharon Keith

Marketing Director