Coca-Cola's main goal with its Daha Daha app was to ensure that more people download, register and use the app actively by implementing personalized targeting and advertising practices.
Celebrating its fourth year in Turkey, Coca-Cola Turkey's Daha Daha app has created a unique bond with its loyal consumers through direct communication. The primary goal of this app was to facilitate Coca-Cola Turkey's one-to-one communication with its users and serve as a long-term partner that makes their lives easier.
For this purpose, Coca-Cola included many of its business partners in its communication strategy in line with the company's analyses.
DahaDaha was celebrating its fourth year in Turkey. With its ongoing analysis of user needs, communicating to users in line with their needs has significantly increased Coca-Cola's efficiency in terms of the number of monthly active users and new user acquisition.
In addition to gaining advantages, Coca-Cola has rapidly advanced Daha Daha's journey to become an app that seamlessly integrates into people's daily lives. As a result, when Coca-Cola compared the first six months of 2023 and 2024, the brand saw an increase of 75 percent in the number of new members to the app.
Coca-Cola analyzed the consented data from Daha Daha to understand its users, creating insights and personas by examining changing consumption habits across platforms, not just actions taken within the application. In addition, Coca-Cola incorporated data from its partner collaborations into this analysis. The company also kept its audiences dynamically updated by refreshing them according to daily consumption changes.
Coca-Cola's general target audience includes all new users who are seeking discounts to simplify their lives based on their digital interests, those who miss experiences they can no longer enjoy due to Turkey's high inflation period, and those who follow promotions. Along with users who have previously engaged with Daha Daha's activations, Coca-Cola differentiated segments based on participation, application usage frequency, and gen Z users.
Coca-Cola's creative strategy focused on encouraging its target audience to take action and building brand loyalty. To support this approach, Coca-Cola prepared certain tests to find the creative that would have the best impact on the target audience in the media strategy. As such, Coca-Cola found the most effective communication and continued with it. The brand preferred channels where Coca-Cola could test many assets at the same time and use its first-party data without any problems. With the two important tests Coca-Cola did, the brand both regained the users with first-party data and lost users and significantly reduced its unit costs in real time by identifying the most effective creative type.
For the execution, where Coca-Cola analyzed the data, two different messages and two different offers were presented to two important target audiences that the brand had previously gained but now lost, and they were motivated to use DahaDaha again. In this way, users who felt special started to use the application again.
With TikTok, six different assets were tested simultaneously, and the effect of voiceover and real shots were measured. The results of this test were guiding all DahaDaha communications. In this way, there was a significant increase in advertising performance compared to last year.
There were two key executions. The first of these targeted two currently missing first-party data. The first audience, "one-time users," consisted of people who had participated in the promotion only once before. To this audience, free points were given with the message "we miss you," which is not enough to win a prize but will encourage them to redeem more codes.
The other target audience were "dormants." This audience consists of people who have previously redeemed at least one code every month but have not redeemed a code for three months. Coca-Cola aimed to call them back by giving them the message that they need fewer points to earn rewards. In this way, the brand managed to win back 21 percent of one-time users and 10 percent of dormants.
Another important execution, the creative test, identified the best creative type together with TikTok. In this test, the effect of using real shots and the effect of voiceover were measured with six different creatives. In this way, the best performing creative with real shots and voiceover was 80 percent lower CPI and 4.8 times better CVR than the others.
The campaigns on Daha Daha significantly impacted the market by achieving a 46 percent increase in transactions (both product purchase and average pin code entry by users) demonstrating its ability to drive user engagement and loyalty. Its innovative approach included leveraging first-party data for personalized targeting and optimizing content through rigorous testing on platforms such as Meta, Google, and TikTok.
By thoroughly understanding the passion points and interests of consumers who purchase Coca-Cola 2.5L, the campaign employed precise strategies to engage these users effectively. This resulted in increased product consumption and higher code entry frequencies. Consumers responded positively, with high engagement rates and satisfaction, as evidenced by the substantial growth in active users.
In addition, 130,000 users were reactivated. TikTok tests achieved 80 percent lower CPI and 4.8 times better CVR. With the output of the TikTok execution, a new user increase of 75 percent was achieved compared to the same period last year. Code Submit numbers increased by 235 percent. With the decrease in CPM and CTR costs, the Download rate increased by 30 percent compared to the previous year.
