Results
77%
lower CPM
43%
better cost-per-engagement
11%
ad recall rate
Challenge
Thums Up, Coca‑Cola India’s soda brand, aimed to solidify its identity as a bold-tasting beverage and redefine the perception of the term "soft drink." The challenge was to deliver contextually relevant messages at scale during Indian Premier League (IPL) matches. The brand message, “Soft drink nahi, toofan,” meaning “not a soft drink, but a storm,” is a play on their bold and adventurous persona, and meant to target tech-savvy, young cricket fans.
Solution
Leveraging Flashtalking Social Ads Manager, Thums Up implemented a strategy to trigger specific messages following live moments during IPL matches. Relevant creative variations were synced to coincide with coin tosses, match outcomes, and other pivotal events, reinforcing brand association and aligning with the brand's philosophy of engaging in the excitement and events their consumers care about.
In an industry where adaptability is paramount, Flashtalking's solution delivered real-time updates in response to live events, resulting in improvements across key metrics such as 77% lower CPM, 43% better cost-per-engagement, 11% ad recall rate, and 2x increase in CTR.