Coca-Cola - ‘WOAH’

Vice’s creative agency Virtue, conducts robust large scale content testing for Coca-Cola’s ‘Where Only Awesome Happens’

The Campaign

Brands have long since shifted from producing a handful of TV campaigns a year, to releasing a colossal amount of video content and ads every month.

Virtue, the agency born out of media giant, Vice crafts such campaigns for some of the most important brands on the planet and Coca-Cola is no exception. In collaboration with Vice, Coca-Cola launched its own online content platform: “WOAH”. Created specifically for Millennials, the platform’s content had an international vibe, covering life-style topics to live up to its acronym: WOAH (Where Only Awesome Happens). 

The Brief

Following successful launches in Switzerland and Austria, this campaign was targeting 2 new markets: Poland and Italy (Generation Y and Z). Virtue needed a fast scalable tool to test the performance of a range of content types (images, GIFs and various video durations) across these two markets.

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Videos
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Images/GIFs
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Markets
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Year olds

“The challenge we solved was how to bring the same level of quantitative robustness to creativity that is currently applied to media placements.”

– Thomas Webster, Virtue

The Result

Through measuring the target audience’s emotional responses, reported as an EmotionAll® score, it was easy to identify at a glance which assets performed well to those that fell short of awesome with only 6 out of the 45 assets having a weak performance. 

Most of the content punched well above its weight, with over 60% of videos beating soft drink norms and over 25% beating the Super Bowl average. 

As a result of this project, Virtue continue to use Realeyes to not only test their digital social content at scale but also the qualification of its effectiveness.

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