Coca-Cola Foodmarks Asia-Pacific: Driving Hyperlocal Discovery

The Challenge

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

The Strategy

Shifting from influence as simple amplification to influence as infrastructure, the strategy focused on deploying a distributed network of trusted micro and nano creators to spark authentic, hyperlocal food conversations at the neighbourhood level.

Execution and Innovation

The team activated over 1,000 micro and nano creators across APAC, immersing them in Coca-Cola's first-ever Creator Summits. This enabled creators to produce localised, community-driven content showcasing local dishes paired with an ice-cold Coke across hundreds of district venues.

Results

The initiative drove significant growth in foot traffic and venue transactions during activation periods, while firmly establishing a stronger association between Coca-Cola and everyday dining culture across the region.

Judges' Verdict

"This is an excellent example of micro and nano creators being used for a purpose that larger influencers simply could not achieve."