Use Case: Geo-targeted ad copy testing - Coca Cola

Presented by 1Q

Challenge

Coca-Cola Consolidated makes, sells, and distributes beverages of The Coca-Cola Company and other partner companies and is the largest Coca-Cola bottler in the United States.

Before investing substantial marketing dollars in television ads in key local markets, Coca-Cola Consolidated wanted to assess their ads to understand emotional reactions with target audiences in key markets and consumer demographic groups.

Proprietary solution

Coca-Cola Consolidated used 1Q’s geo-targeting and demographic software to run customer panels in key markets across the Southeast, Mid-Atlantic and Midwest to gather local feedback and guide marketing investments.

1Q’s software delivered same-day results so the communications team could act with confidence. Both quantitative and qualitative capabilities were leveraged to gain a deep understanding of the emotional reactions of their specific target audience.

Result

These local market advertising tests provided clarity and confidence for a significant marketing investment with same-day speed. Learnings from this market research were used to make decisions on final ad copies prior to launch and to help determine investments.

About this project

Business issue:

Brand / product / service launch

Market research specialties

Copy Testing - Traditional Media
Product Market Research

Presented by:

1Q
Qualitative Research
Quantitative Research
Recruiting

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