CLIENT
Secteur
services
Durée
Coca-Cola wanted to better understand how its media investments influenced online conversations around specific brand topics and optimize its ROI accordingly.
As a global beverage brand, Coca-Cola runs numerous advertising campaigns each year, using a variety of online and offline media channels. While these campaigns generate visibility, they also fuel consumer conversations across social networks, blogs, and forums. To improve its media planning, Coca-Cola needed to analyze how each campaign influenced different topics in online conversations — and assess the cost-effectiveness of each message. 10h11 developed a data-driven solution to monitor social mentions, segment conversations by topic, and correlate them with media investments. Thanks to a custom algorithm, the client can now simulate and plan media spending based on the number and value of social mentions generated, optimizing the cost and impact of every campaign.
The need
The client wanted to segment online conversations by topic (product, values, brand moments...) and determine the ROI of each campaign depending on the media mix used.The goal was to control the “conversational ROI” of its marketing spend and improve the brand’s influence on social dialogue.
The solution
We collected all social mentions (Twitter, Facebook, blogs, forums) referencing the brand during a full year. The media investment plan was provided by the client.
We then segmented the mentions by topic and applied a custom algorithm to:
- Measure the positive/negative impact of each media channel on each topic
- Estimate the cost per social mention per topic
- Track how the value of a mention changed over time
The result: a detailed model to evaluate and simulate the effectiveness of each media channel for each message.
The outcome
The client can now build a media plan based on a target number of social mentions per topic, or optimize costs to generate the same conversation volume with lower investment.This approach enables both cost savings and improved conversational ROI for each campaign, while reinforcing control over the brand’s presence in public discourse.
