“By going broad, we’re seeing all regions evolve and take big steps at the same time,” says Bartig. “We also see a change in how teams worldwide work together. Everyone relies on information coming from everyone else, so teams need to be a lot more aware of how they collect and share data in a way that will benefit everyone.”
Engaging with customers worldwide
Just as every region has its own specialized beverages, from Japan’s “Lemon-dou” cocktail drink to the “AdeS” plant-based beverages popular across Latin America, the martech team works as a center of excellence with marketing groups globally to help them create uniquely appealing campaigns for their region.
“We add all requested components and capabilities to a repository available to everyone,” says Bartig. “By designing for the future, we can help all regions build upon each other’s successes to increase engagement with consumers anywhere.”
Combining Adobe technology with the expertise of Coca-Cola’s regional marketing teams and Adobe Professional Services has resulted in some truly innovative campaigns.
“The Adobe Professional Services team worked hand-in-hand with the Coca-Cola martech team to achieve milestones, find technical solutions, and build a scalable platform. Now that we have transitioned to Adobe Journey Optimizer, we are excited to use the real-time engagement capabilities it offers,” says Bartig.
The Latin America marketing team came up with a campaign that aimed to not only increase engagement, but also promote Coca-Cola’s sustainability messages. The Virtual Bottle Program incentivizes consumers to exchange previously used bottles for new bottles of Coca-Cola products. An inventory system triggers automated customer journeys that sends free Virtual Bottle coupons to interested consumers, along with regular reminders. Adobe Target uses customer segments to personalize email messages and encourage more consumers to engage with the program. The campaign resulted in a 16% uplift in point of sales exchanges of physical plastic bottles — a win for Coca-Cola, consumers, and the environment.