Driving growth: Coca-Cola leveraged panda ads’ retail media channels to boost sales
The collaboration aimed to encourage consumption of Coca-Cola products with promotions and incentives offered on their favourite meal orders or combinations at more affordable prices using foodpanda’s food delivery. Working with foodpanda resulted in an increase on year-on-year total brand performance (2022 versus 2021).
While The Coca-Cola Company has numerous ongoing partnerships with foodpanda in the Philippines, one campaign that really stood out in increasing the brand’s penetration, transactions and sales across online and offline platforms was its #BetterwithCoke campaign on foodpanda.
A full-funnel strategy
A specially conceptualized campaign was offered to the partner that encouraged consumers to enjoy their meal with a Coca-Cola beverage. The full range of customer communication channels was used to maximise the campaign’s reach – customer relationship management (CRM) ads to online branding, social media takeover, in-app activations, influencers and PR drops as well as voucher promotions.
The objective was to increase consumption by pairing a Coca- Cola beverage with specific cuisine favourites highlighted every three to four weeks. To further drive top-of-mind for the brand, the campaign incentivized users via occasion penetration during the peak ordering hours such as lunch and dinner time. Moreover, a four-month campaign duration was planned for meal orders or meal combinations that consumers liked, and a two- month campaign was created for the Christmas season as the culminating event.
Covering both online and offline, billboards on highways, digital out-of-home and condo ads were used to maximise awareness of the campaign wherever Filipinos were offline and online. There were also special appearances of Pau-Pau giving away samples at Coca- Cola’s bespoke event along with a special social media promotion highlighting the biggest accounts such as McDonald’s, Mang Inasal, KFC, and others.
“foodpanda is a dream to work with—insights-driven recommendations, agile pivots where needed, and diligently looks over end-to-end execution until campaign end.”
Denise Recomono
e-Commerce Senior Manager, The Coca-Cola Company
Strengthening our partnership in 2023
With even more exciting campaigns launched in 2023, Coke saw close to 2% percentage points uplift in incidence rate (Coke orders over total foodpanda orders).
In Q4 2023, we launched a gamified Christmas campaign, first with Coca-Cola as our Platinum sponsor ending the year with a bang by bagging 40% uplift on Coke Sales (start vs end of Christmas campaign run), garnering over a billion worth of impressions during the Christmas season.