Coca-Cola deployed a new brand tracking model in Brazil to measure campaign effectiveness in real time during the 2016 Rio Olympics. The model focused on consumers' fast, intuitive thinking and tracked three key metrics: Fame, Feeling, and Fluency. These three heuristics explained 85% of market share. Coca-Cola's brand feelings had a strong correlation with market share and were increased significantly by its highly successful Olympic advertising campaigns, which reached 3 out of 4 people in Brazil and boosted Coca-Cola's association with the Games above all other brands.
What’s the difference between Affiliate Marketing and Brand Partnerships?
Measuring Brand Performance with Fame, Feeling and Fluency
1. The Irrationality of Measuring
Brand Performance
TMRE 2016 Presentation
Gabriel Aleixo & Alex Haubold
BrainJuicer LatAm | Miami
2. Make sure this white line is copied from the master ONTO your slide ↓
How Coca-Cola deployed a highly predictive Brand Tracking model in
Brazil to engage consumers in real time during Rio 2016 Olympic Games
25. The Irrationality of Measuring
Brand Performance
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The original presentation was given by Gabriel Aleixo in partnership with Coca-Cola
at TMRE (The Market Research Event) in Boca Raton, Florida in October 2016.