Vice’s creative agency Virtue, conducts large scale content testing for Coca-Cola’s campaign: ‘Where Only Awesome Happens’
Virtue, the creative agency born out of media giant Vice crafts 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).
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 asset types: (images, GIFs and video across these two markets.
With an overall performance score, it was easy to identify at a glance which assets fell short of “awesome” – with only 6 out of the 45 assets having a Low performance score.
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 benchmark.
As a result of this project, Virtue continue to use Realeyes to test their digital social content at scale.
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