Case Study: How Delineate Turned Coca-Cola’s Global Ad Tracking into an Optimization Engine
By Delineate
- case study
- Brand Research
- Brand Tracking
- Advertising Experiments
- Advertising/Campaign Effectiveness
- Advertising Tracking
The Coca-Cola Company, one of the world’s largest consumer goods businesses, lacked a consistent method for measuring campaign and experience performance at a global scale. Existing delivery partners were insufficiently agile, and Brand, Media and Insight teams were unable to access data and act at the speed required. This left the organisation without the standardised, always-on measurement infrastructure needed to optimise campaign spend across international markets.
Delineate was selected as global partner following a competitive procurement process in 2022, having previously delivered campaign tracking across Europe. The solution was built around the Delineate Proximity® platform, which provided always-on connectivity and a daily live stream of campaign data integrated into a continuously updating insight dashboard. The approach covered up to 1,000 campaigns per year across 40 always-on markets, with additional markets available for ad-hoc tracking within 48 hours, reaching up to 55 markets in any single year. Global standardisation was applied across campaign asset management, data collection and reporting.
Since 2022, Delineate tracked thousands of campaigns for The Coca-Cola Company, enabling in-flight optimisation and the application of learnings at a scale not previously achieved. The programme delivered consistent global measurement and supported meta-analysis across markets.
“I can say – at a minimum – we are able to increase the effectiveness of our campaigns by 25%, because we now have the ability to shape and adjust them on the fly.” – Coca-Cola.
Read the full version of this case study on the Delineate website here.
