To increase awareness and drive engagement on Coca-Cola’s community and sustainability initiatives with a targeted audience group. The business objective linked back to protecting and enhancing The Coca-Cola Company’s reputation across Africa primarily amongst key influencers and regulatory stakeholders.

We used insight driven content linked to The Coca-Cola Company’s priority areas in sustainablility to help change the perception of Coca-Cola’s role in Africa’s social, economic and environmental development. Utilising LinkedIn’s unique first-party data to identify Coca-Cola’s key audience, LinkedIn’s Native Video proved to be the correct vehicle to drive conversations to the desired audience.

To date, Coca-Cola has reached 950,000+ professionals, driving an average click-through rate 3 x higher than the South African benchmark. An engagement rate of 8,74% also showed the audiences’ resonance with the messaging, again overachieving on benchmarks for the South African audience by 5,7 times. In the same vein, the campaigns generated over 7,8k organic followers, 620 comments, 8k reactions and 125k+ clicks to the learn more about Coca-Cola’s efforts. From a video perspective, the campaigns drove 247k full-screen plays, and a completion rate 57% higher than the benchmarks.