Coca-Cola deployed a new brand tracking model in Brazil to measure campaign effectiveness in real time during the 2016 Rio Olympics. The model focused on consumers' fast, intuitive thinking and tracked three key metrics: Fame, Feeling, and Fluency. These three heuristics explained 85% of market share. Coca-Cola's brand feelings had a strong correlation with market share and were increased significantly by its highly successful Olympic advertising campaigns, which reached 3 out of 4 people in Brazil and boosted Coca-Cola's association with the Games above all other brands.

1. The Irrationality of Measuring
Brand Performance
TMRE 2016 Presentation
Gabriel Aleixo & Alex Haubold
BrainJuicer LatAm | Miami

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How Coca-Cola deployed a highly predictive Brand Tracking model in
Brazil to engage consumers in real time during Rio 2016 Olympic Games

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Improving the returns of Integrated Marketing Campaigns…
How to make marketing campaigns
more effective, generating actual
impact on brand equity and
business performance
?

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?
The answer is not bigger and more data
(Your data is probably already big enough).
Nor is a more sophisticated model,
algorithm, or modelling system.
It Does Not Involve More Data

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?
To understand the way
consumer behavior and
choices work in real life,
not how we would like
them to be or how the
textbooks theorize.
The key is to look at consumers…
FOR WHO THEY REALLY ARE

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We will show you how a new model of
consumer behavior helped Coca-Cola
produce some of the most successful
campaigns during Rio 2016
in Brazil
That’s exactly what Coca-Cola did…

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Need for a solution to track
campaigns’ effectiveness
in real time.
2013
2014 2016
Coca-Cola Brazil pilots a new brand tracking approach

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focus on System 2
(slow, analytical part of
the brain)
Ad recall
Purchase funnel
Brand attributes
Attitude
statements
(extensive)
Emotions
Recognition of
campaigns
(focused)
TRADITIONAL
APPROACHES
THE NEW
APPROACH
focus on System 1
(fast, intuitive thinking
part of the brain)
VS.
Better aligned with Coca-Cola objectives
New approach to Brand Tracking

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The behavioral and marketing sciences tell us this is all we need to know
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FAME
If a brand comes
readily to mind, it
must be a good
choice
FEELING FLUENCYFEELING
If I feel good about a
brand, it must be a good
choice
FLUENCY
If I recognise a brand
quickly, it must be a good
choice

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With these three metrics we explain 85% of market share
Average correlation across the full set of 14 categories globally (over 150 brands)
0
10
20
30
40
50
60
70
80
90
100
10 20 30 40 50 60 70 80 90 100
Fame,Feeing&FluencyStarPercentile
In-market performance
Correlation = +0.85
5
4
3
2
1

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Fame
FluencyFeeling
Fame
FluencyFeeling
Fame, Feeling & Fluency | The Difference Between Small and Big Brands
Fame, Feeling & Fluency Percentiles
Fame
Feeling
Fluency
Small Brands Medium Brands Big BrandsFame
FluencyFeeling
Small : Market Share up to 7% Medium: Market Share >7% < 15% Big: Market Share >15%

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Fame
FluencyFeeling
Fame, Feeling &Fluency | How Brands Grow and How Brands Decline
Fame, Feeling &Fluency Percentiles
Fame
Feeling
Fluency
Growing Stable Declining
Fame
FluencyFeeling
Fame
FluencyFeeling
Growing : >+2% Stable: +2% to -2% Declining: <-2%

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Fame
FluencyFeeling
Fame
FluencyFeeling
Fame, Feeling &Fluency | Commanding a Premium
Fame, Feeling &Fluency Percentiles
Fame
Feeling
Fluency
$ $$ $$$Fame
FluencyFeeling
£: Bottom 3rd on price within category brands tested ££: Middle third £££: top third %

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The battleground for even further
brand growth and long-term success
is Brand Feelings
It is distinct from other brands
and has strong distinctive assets
Coca-Cola is a
Super Brand
5
Very good
especially cold
and together
with a meal
Coca-Cola has a
delicious taste,
the more you
drink, the more
you want!
The
bubbles,
so
delicious!
I like it so
much, ice
cold. Coca-
Cola is
Coca-Cola
How strong is the Coca-Cola brand in Brazil?

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Coca-Cola Brand Feelings are crucial for Market Share.
Correlation of Market Share and Brand Feelings
when controlling for price and distribution
variablesImportance of Emotional Engagement for sales volumes
ShareofMarketadjustedforPriceandExecution
Emotional Engagement (standardized)

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Marketing Campaigns have a direct impact on Brand Feelings.
Coca-Cola Brand Feeling
6 period Moving Average
Impact of Coca-Cola Campaigns
Emotional Impact x Reach
Emotional Impact of Campaign X Reach
determines long term effects
YEAR 1 YEAR 2 YEAR 3

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0
10
20
30
40
50
60
70
80
90
100
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110
%ofBrazilIndividualsreached
Average hours per month
TOTAL TV
INTERNET
Pesquisa Brasileira de Mídia, 2015
RADIO
Reach | Despite the relevance of digital (social media) and the time spent on
this media, TV is still very much relevant.

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Aim for 5-Stars,
don’t stop at 3! Think human
truths and tie it to your brand
for years to come.
Emotional Impact | The challenge is to always find powerful ideas that are
able to strengthen the brand’s connection with consumers.

19. TV
PRINT
RADIO
COCA-COLA
TAKES OVER
RIO 2016

20. 5-Star TV Ads
Reaching 3 out of 4 people in Brazil
https://www.youtube.com/watch?v=SW7Cuopu8No

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Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
2015
Coca-ColaBrandFeelings(Index)
TOTAL
TEENS
Brand feelings increased dramatically during Olympics campaign, exceeding
all benchmarks

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90
95
100
105
110
115
120
125
2015 Games Period Brazil Games Period Rio
Coca-ColaBrandFeelings(Index)
Enough to
potentially
increase
SOM by
1.5%
TOTAL
TEENS
Brand feelings went through the roof in the city of Rio de Janeiro

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0
20
40
60
80
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 Wave 12 Wave 13 Wave 14 Wave 15
%peoplementioningbrand(unaided)
Brand
Number 2
Brand
Number 3
Brand
Number 4
Brand
Number 5
Coca-Cola more associated to the Olympic games than any other brand

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Three Takeaways
Decision making is fast & frugal.
Three basic heuristics (Fame, Feeling, & Fluency)
explain all you need to know about your brand
Brand Tracker insights must lead to action.
Timing and Focus are essential to maximize
impact of campaigns
Make Brand Trackers accountable.
Equity measures are not enough,
must look for business results

25. The Irrationality of Measuring
Brand Performance
requests@brainjuicer.com
The original presentation was given by Gabriel Aleixo in partnership with Coca-Cola
at TMRE (The Market Research Event) in Boca Raton, Florida in October 2016.