Coca-Cola Foodmarks Asia-Pacific: Driving Hyperlocal Discovery

The Challenge

As Coca-Cola expanded its Foodmarks initiative across the Asia-Pacific region, the brand needed to make hundreds of local dining venues feel personally discoverable to Gen Z and Millennial consumers who trust creator recommendations far more than traditional brand advertising.

The Strategy

The campaign shifted from using influence as basic amplification to establishing influence as infrastructure. The strategy deployed a distributed discovery engine of micro and nano creators to generate hyperlocal relevance and drive organic neighbourhood food conversations at scale.

Execution and Innovation

WPP Open X activated over 1,000 micro and nano creators across APAC, bringing them together for Coca-Cola's first-ever Creator Summits. Creators produced localised, authentic content highlighting designated Foodmarks venues, illustrating how great local meals are best paired with an ice-cold Coke.

Results

The initiative drove significant growth in foot traffic and transaction volumes at Foodmarks outlets during activation periods, while substantially strengthening the commercial association between Coca-Cola and mealtime occasions across the region.

Judges' Verdict

"Campaign strategy & insight brought an interesting approach to the campaign, with execution demonstrating excellence in recruiting creators and optimising for best results."