DAHA DAHA

Coca-Cola Turkey reduced its cost per app install for its Daha Daha loyalty scheme by 51% after adding Instagram Reels ads to its regular campaigns.

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THE STORY
Rewarding customer loyalty

Daha Daha is The Coca-Cola Company’s omnichannel consumer loyalty platform in Turkey, connecting consumers from point of purchase to an ecosystem of partnerships and offers.

51%

lower cost per app install with Reels ads plus business-as-usual ads

60%

lower cost per code submit with Reels ads plus business-as-usual ads

63%

lower cost per app activation with Reels ads plus business-as-usual ads

The Daha Daha loyalty scheme is our approach to offline/online consumer journey integration. With the test-and-learn mindset of Daha Daha, we wanted to use Reels to understand the value to conversion of different creative mechanics. The results of the test exceeded our expectations, highlighting the importance of a holistic digital approach.
DENIZ TEKDEMIR SAF, NEW VENTURES BUSINESS DEVELOPMENT MANAGER, COCA COLA
THE GOAL
Boosting awareness for Daha Daha

Coca-Cola Turkey was already using Facebook and Instagram successfully for its conversion-focused user acquisition campaigns. It wanted to know if Reels ads would improve its results even further in terms of both conversions and awareness.

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THE SOLUTION

Adding Reels ads

Coca-Cola Turkey created Reels ads that showed people exactly how the Daha Daha loyalty scheme works, and how to enter prize codes in the mobile app. Reels ads are full screen and vertical, similar to ads in Stories, and appear in between individual Reels. As with regular Reels content, these ads loop, and can be up to 30 seconds long. People can comment, like, view, save and share Reels ads. The ads reached out to adults in Turkey who use the Android mobile operating system.

To measure the effectiveness of Reels ads, Coca-Cola Turkey conducted two tests. The first was a conversion lift test, which measured how the creative affected app install and in-app activity costs. The second test was a brand lift study that gauged how the same creative impacted brand metrics such as brand awareness, ad recall and favorability.

The campaign ran from June 20–July 20, 2022 and achieved:

  • 51% lower cost per app install with Reels ads plus business-as-usual ads
  • 60% lower cost per code submit with Reels ads plus business-as-usual ads
  • 63% lower cost per app activation with Reels ads plus business-as-usual ads
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