COCA-COLA:
DREAMWORLD
Coca-Cola’s 2022 TikTok Dreamworld campaign
THE PRODUCT
Dreamworld is a limited-edition flavor and Coca-Cola trademark product that debuted in August 2022 with the vision of merging fantasy with reality to bring dreams to life.
Tapping into the power of the subconscious and the collective passion for exploring dreams, Coca-Cola Dreamworld is meant to be a gateway into a lively, animated world where anything is possible; where imaginations are free to discover the magic in ordinary moments.
THE BRIEF
Dreamworld is a limited-edition flavor and Coca-Cola trademark product that debuted in August 2022 with the vision of merging fantasy with reality to bring dreams to life.
Tapping into the power of the subconscious and the collective passion for exploring dreams, Coca-Cola Dreamworld is meant to be a gateway into a lively, animated world where anything is possible; where imaginations are free to discover the magic in ordinary moments.
THE BRIEF
- Reignite Gen Z’s affinity and buzz for Coca-Cola by connecting with them on their terms and surprising them into loving Coca-Cola. Engage with them on the basis of celebrating imagination and bringing dreams to life. How can we create a shared dreamscape that's both powered by and experienced by TikTok users?
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Introduce the latest Coca-Cola® Creation by creating intrigue and mystery around the product by waking up and celebrating the most imaginative parts of users minds. How can we get users to participate through exploring and challenging dreams and reality?
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Bring BIPOC creators to the forefront and giving them the visibility they deserve. How can this campaign put them at the center of the concept?
THE SOLUTION
Bringing Dreams to Life: A Two Phase Approach
We have long speculated about the meaning and level of significance of our dreams. Whether it’s a meaningless little adventure you take in your sleep, or a window to the soul for analysis, we all dream. None of us have fully untangled exactly why. Because not everyone is able to clearly articulate what they saw in their wildest dreams, we had TikTok creators interpret the community’s dreams through a diverse set of artistic mediums. From the traditional to the disruptive, BIPOC creators flexed their artistry to bring TikTok’s dream to life and give it meaning.
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PHASE 1
Creators posted TikTok (both on their accounts, and reshared by Coke) with a CTA for fans to share their dreams. Creators mentioned how they were inspired by the bright world of Coca-Cola Dreamworld, and the videos incorporated their oddly satisfying visuals with the product folded in. Then, the brand compiled the top 10 themes and keywords from UGC submissions, then put together a brief, summarizing “TikTok’s Dreams” shared with Creators as one long sentence.
- PHASE 2
Creators creatively interpreted “TikTok’s Dreams” and shared the content (both on their accounts, and reshared by Coke) with a CTA for fans to share their own creative interpretations. Coke then created and posted a highlight reel of select UGC dream interpretations.
(Click handles to view videos)
THE RESULTS
Phase 1 – R&F Top-Feed
Impressions: 43.9M
Ad CTR: .43% (Benchmark 0.15%)
2s VTR: 34.4% (Benchmark – 44.%)
Engagement Rate: .79% (Benchmark – 1.04%)
Avg Watch Time Per Video View: 3.69s (Benchmark – 3.63s)
Phase 2 – R&F Top-Feed
Impressions: 20.1M
Ad CTR: .39% (Benchmark 0.15%)
2s VTR: 39.15% (Benchmark – 44.%)
Engagement Rate: .54% (Benchmark – 1.04%)
Avg Watch Time Per Video View: 3.56s (Benchmark – 3.63s)
Phase 2 - Auction
Total Impressions: 82.4M
Ad CTR: .31% (Benchmark – 0.10%)
2s VTR: 26.72% (Benchmark – 18.73%)
Engagement Rate: .59% (Benchmark – .60%)
Avg Watch Time Per Video View: 2.47s (Benchmark – 2.01s)
Analysis
Phase 1 – R&F Top-Feed
Impressions: 43.9M
Ad CTR: .43% (Benchmark 0.15%)
2s VTR: 34.4% (Benchmark – 44.%)
Engagement Rate: .79% (Benchmark – 1.04%)
Avg Watch Time Per Video View: 3.69s (Benchmark – 3.63s)
Phase 2 – R&F Top-Feed
Impressions: 20.1M
Ad CTR: .39% (Benchmark 0.15%)
2s VTR: 39.15% (Benchmark – 44.%)
Engagement Rate: .54% (Benchmark – 1.04%)
Avg Watch Time Per Video View: 3.56s (Benchmark – 3.63s)
Phase 2 - Auction
Total Impressions: 82.4M
Ad CTR: .31% (Benchmark – 0.10%)
2s VTR: 26.72% (Benchmark – 18.73%)
Engagement Rate: .59% (Benchmark – .60%)
Avg Watch Time Per Video View: 2.47s (Benchmark – 2.01s)
Analysis
- In total, this campaign reached 58M people, delivering 146M impressions with a total eCPM of $7.66.
- All campaigns surpassed the CTR benchmarks by over 100%!
- In total, the two Top-Feed campaigns outperformed the Auction campaigns in terms of 2s VTR (34%) and Avg Watch Time (66%)
- The Auction campaign surpassed the Avg Watch Time benchmark by 23% and the 2s VTR benchmark by 2%.
- Of all creatives the James Jones Phase 2 Top-Feed creative had the top 2s VTR (64.58% - 46% above benchmark), top Engagement Rate (1.10 – 5.76% above benchmark) and top Average Watch Time (6.25s – 72% above benchmark)!