Abstract:

Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated communication plans, which would be able to measure the effectiveness and contribution of each campaign, of each medium within the campaigns, and their impact on brand equity and consumption. This presentation demonstrates how an emotional approach to measuring campaign effectiveness was able to produce actionable results which allowed Coca-Cola to optimise their strategies, understand the importance of different media for campaigns as well as quickly react to extreme market conditions, focusing on relevant brand indicators that translated what was happening in the market in a powerful way.