Coca-Cola campaign shows that specific targeting pays off

The engagement rate could be increased at the "MyCokeMusic Soundcheck Campaign." significantly thanks to specific targeting.The goal of the four-week campaign was to increase awareness of Coca-Cola's MyCokeMusic Soundcheck brand. This was to be achieved by increasing the engagement rates of the users with the respective advertising media.Two comparison groups were set up: The first was given specific targeting, namely "young people aged 15 - 25 with an interest in music"; the second was given standard targeting (IP address in Switzerland). Both groups were exposed to the same advertising media (half-page ads and billboards) and measured over the same time period using the same measurement tool. The evaluation showed that for both the half-page ads and the billboards, the group with specific targeting had an engagement rate that was over 30 percent higher than in the control group without specific targeting. The use of an average twelve percent premium over the normal CPM for specific targeting paid off in the case studied. The results can be transferred to other campaigns with a similar campaign objective. "Coca-Cola has been supporting young Swiss musicians for over eleven years and, with the MyCokeMusic Soundcheck, has created a unique platform for talented young musicians such as the previous Soundcheck winners 77 Bombay Street. MyCokeMusic Soundcheck is the biggest Swiss competition for young musicians and offers a unique career springboard for young bands," says Stefan Rothenbühler, Brand Manager Coca-Cola Switzerland. MyCokeMusic Soundcheck is a local Coca-Cola program in Switzerland. It is important that we reach the target group very pointedly, so that we can reduce scattering losses. With Stailamedia's targeting approach, we were able to implement a successful campaign," says Stephanie Mostert, Head of Digital Strategy MediaCom Switzerland.