The Coca-Cola Company Turns Digital Engagement into Offline Sales with LiveRamp and TikTok

The Challenge

To capitalise on the energy of the Summer of Sport event, The Coca-Cola company launched the ‘Uplifting Breaks’ campaign to promote Coca-Cola Zero Sugar. The brand activation was designed to deliver moments of refreshment, engagement, and excitement to fans across the UK.

With a focus on creating meaningful connections and driving measurable impact, the campaign aimed to achieve two key objectives:

1. To drive purchases of Coca-Cola Zero Sugar by encouraging users to scan QR codes on bottles for the chance to win tickets to the 2024 Olympics and Euros.
2. To understand TikTok’s ability to deliver measurable, incremental sales and connect digital engagement with offline purchasing behaviour.

The Solution

Coca-Cola crafted a multifaceted TikTok campaign to deliver on these ambitions, combining impactful creativity with sophisticated targeting and measurement. The campaign utilised:

• Smart Bundling with Pulse and Auction In-feed ads, optimised to maximise reach and video views, ensuring Coca-Cola’s message reached the right audiences.

• A mix of branded and creator-led assets featuring footballer and content creator Jess Watkins, whose authentic and relatable content helped drive engagement and amplify the campaign’s appeal.

To assess TikTok’s effectiveness in driving real-world outcomes, The Coca-Cola Company partnered with LiveRamp to conduct a Sales Lift Study alongside TikTok’s third-party measurement tools. This approach enabled them to quantify the link between digital engagement and offline purchases, offering clear insight into how ad exposure influenced consumer behaviour.

The findings not only validated the campaign’s impact but also empowered Coca-Cola to gain a deeper understanding of customer decision-making.

The Results

LiveRamp proved TikTok’s ability to drive both engagement and sales during the Uplifting Breaks campaign, showcasing:

• £7.38 iROAS, significantly outperforming the £0.20 benchmark for LiveRamp x TikTok campaigns.

• 2.01% sales lift across Coca-Cola’s product portfolio.

• 1.88% customer lift, reflecting growth in the number of buyers engaging with Coca-Cola Zero Sugar.

The Sales Lift Study revealed two key insights into what drove these results:

1. Ad frequency matters: Users exposed to TikTok ads two or more times showed a significantly higher propensity to purchase Coca-Cola Zero Sugar.
2. Creative diversity drives action: Audiences who engaged with multiple types of creative assets spent more than those who saw just one, underscoring the importance of variety in campaign execution.

These metrics demonstrate TikTok’s effectiveness at delivering tangible results, reinforcing the value of a well-rounded strategy that combines reach, repetition, and creative variety.

Impact

Using the power of data collaboration and LiveRamp’s capability to connect online behaviour with retail sales data, Coca-Cola maximised the value of TikTok’s ability to influence shopper behaviour beyond digital engagement for CPG brands, delivering tangible, measurable business outcomes. By transforming moments of entertainment into actionable moments of purchase, Coca-Cola Zero Sugar successfully bridged the gap between online connection and offline sales. For Coca-Cola, the Uplifting Breaks campaign highlighted the power of pairing TikTok-first creative with smart measurement.