Case Study: Coca-Cola engages Gen Z with Douyin ZaiZai Party by WPP MediaCom

Coca-Cola drives 54 million Douyin party visits with WPP

The customer, Coca-Cola, faced the challenge of remaining iconic and increasing loyalty among younger generations. The vendor, WPP, through its MediaCom China team and WPP OpenX, partnered with the Douyin platform to address this.

WPP's solution was to host a virtual summer party on Douyin called "Coca-Cola’s Douyin ZaiZai Party," which featured branded self-made avatars and themed hangout scenes for GenZ users. The campaign was highly successful, attracting over 54 million users and generating 26.37 billion pageviews. This effort expanded Coca-Cola's target audience by 17% and increased its market penetration with GenZ, demonstrating the value of metaverse engagement for the brand.

Coca-Cola