Drive Scaled Participation and Deepen Consumer Loyalty

This campaign aimed to unlock massive daily participation frequency, motivate consumers to purchase and check under the cap consistently, and reach a nationwide audience through a frictionless digital journey. The ambition was to capture new buyers, drive sustained usage across the campaign period, and anchor Coke as the beverage most associated with rewarding experiences for consumers everywhere.

Expanding nationwide brand participation with a high-frequency UTC mechanic

The UTC campaign delivered exponential participation by motivating daily repeat actions, expanding Coke’s reach across regions, and substantially growing its consumer base. The smooth WhatsApp autologin journey, paired with direct and raffle-based rewards, generated a surge in traffic and created behaviour loops that drove sustained engagement throughout the campaign. As a result, Coke achieved strong conversion performance and unlocked a robust pool of first-party data to fuel future strategic planning.

• Daily repeat behaviour unlocked strong brand stickiness, proving Coke’s ability to sustain multi-week consumer engagement.
• High claim conversion reinforced strong perceived brand value, strengthening trust and deepening preference for Coke products.
• New user recruitment expanded Coke’s strategic data advantage, powering future targeting, segmentation, and retargeting plans.
• Nationwide participation built stronger market representation, allowing Coke to activate consumers across Java, Sumatra, and emerging regions.

These outcomes positioned Coke for future growth by strengthening the brand’s consumer base and deepening behavioural insights critical for long-term category leadership. The campaign not only delivered scale but equipped the brand with meaningful, actionable intelligence for future performance-focused initiatives.

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