The Challenge

The Coca-Cola Company did not have a consistent way to globally measure campaign and experience performance, there was a lack of agility by existing delivery partners and an ability for Brand, Media and Insight teams to learn and act at pace.

In 2022 The Coca-Cola Company ran a procurement process to identify and select a global partner to lead the delivery of their vision. Delineate won against a number of legacy agencies, and since then we have been able to build on our relationship with Europe and became a global partner in 2022.

The Solution

Delineate were already the partner for campaign and experience tracking in Europe, and now they have brought their always-connected approach to over 40 of The Coca-Cola Company’s most important markets.

Core to the solution is the Delineate Proximity® platform, which enables always-on connectivity and access to a live stream of data, delivered daily to The Coca-Cola Company. This data is integrated into a constantly updating insight dashboard. Each year we manage the tracking of up to 1,000 campaigns for The Coca-Cola Company in 40 always-on markets, with the flexibility to add other markets for boosts and ad-hoc tracking within 48 hours’ notice, up to 55 markets are tracked in any single year.

A key enabler of the programme’s success is the delivery of global standardisation; in campaign asset management, data collection and reporting. Providing insights across the globe, at pace, with the applications of learning and meta-analysis is providing competitive advantage to The Coca-Cola Company.

The Coca-Cola Company are now able to consistently optimise their campaign, in-flight, and apply those learnings at a scale not previously seen.

Results

Since 2022 Delineate have tracked thousands of campaigns, and provide The Coca-Cola Company with live data, bringing them closer to their consumers, in the moments that matter, so they are able to continuously improve the effectiveness of their campaigns.

Here’s what The Coca-Cola Company say about the transformation in their business…

Diet Coke ‘This Is My Taste’ campaign

Coca-Cola Zero Sugar ‘Love Pizza?’ campaign

Fanta ‘Yummy Snacking’ campaign

“I can say – at a minimum – we are able to increase the effectiveness of our campaigns by 25%, because we now have the ability to shape and adjust them on the fly.”