BOCA RATON, FL: Coca-Cola, the soft drinks giant, has found that measuring how marketing impacts consumer "feelings" offers powerful real-time insights which can then help boost key brand metrics.
Patricia Fonseca, Knowledge & Insights Director at Coca-Cola Brasil, highlighted this subject during a session at The Market Research Event.
She discussed a real-time measurement approach, developed with research firm BrainJuicer, which spanned three core elements: fame (if a brand readily comes to mind), fluency (how quickly a brand is recognised) and feelings (whether consumers feel good about a brand).
"Coca-Cola is a mega-brand … It has fluency. It has fame. But we really needed to continue exploring the findings about brand feelings," she said. (For more, read Warc's exclusive report: Coca-Cola boosts new real-time measurement metric.)
Building on this theme, Fonseca suggested that understanding consumers' emotional responses to brand communications can offer distinct benefits for marketers.
"Brand feelings are a lever of market-share gains. They allow us to have a better positioning in a market and to drive market share," she said.
"Once you get to manage campaigns with high emotional impact, then you're able to affect brand feelings in the long term. If we get to have campaigns with great emotional impact over time, we are able to move brand feelings up."
Coca-Cola and BrainJuicer have tested this theory in practice. One such example involved tracking campaign performance during the 2016 Olympic Games in Rio de Janeiro, with a particular emphasis on teenagers in the city.
"We touched 20m people every day," said Fonseca. "We came up with a really powerful creative idea built around the incredible taste that we feel whenever we overcome, or whenever we win."
And the result, she continued, was that "brand feelings increasing dramatically, especially among our key teens target. We reached record brand feelings in the city of Rio de Janeiro.
"We had enough brand feelings to drive up out share of market 1.5%. And despite the really brilliant work [of all the other] sponsors, Coca-Cola was the most-associated brand with the Olympics."
Readers can learn more about the legacy of Coca-Cola's purpose-driven marketing as outlined by the company's SVP of Strategic Marketing in free-to-access Warc report.
Data sourced from Warc