EXECUTIVE SUMMARY
The Client: A leading US-based Carbonated Soft Drink with presence in more than 100 markets
The Challenge: to Optimize Global Content Performance and enhance Brand’s Identity & Consistency through Social Media across 22 countries
The Solution: XPLAIN strategically guided Brand’s Global Digital Transformation introducing a unique Data-Driven Approach through: Data-Mining Audit, Innovative Strategic Planning and Knowledge Infusion to global and Local teams to drive Optimization and Business growth with tangible Results
The Results: An award-winning success story for Brand that achieved even higher targets than originally planned, since main KPIs increased than 200%
22 Countries on board
10 Different Languages processed
16M Online Community Members analysed
28.8 Terabytes of Data processed
161 Metrics & KPIs addressed
18K Content Pieces clustered
90M User Interactions analysed
XPLAIN conducted a multi-layer Situation Analysis & Audit across countries (Digital Assets’ Performance, Content & Campaigns’ Analysis, Audience Resonance and Promotion Effectiveness, Industry bench-marking) to deeply understand Brand’s Online Footprint and guide Brand’s optimization process through actionable insights
Following the extensive Digital Audit, our suggested Data-Driven Strategic Framework introduced, among others, a highly innovative and structural Content Strategy:
1. The Periodic Table of Content: A unique and awarded process combining all the elements that drive Performance in a digital-driven world. XPLAIN provided countries with the framework to create relevant content, invest on the right assets, consistently promote content on purpose and link actions to Brand’s Objectives
2. Brand-tailored Taxonomy System: Content classification methodology under specific performance-driven criteria, providing a deeper understanding on Content Dynamics and Performance across countries based on Data Analysis
3. A structural 52 week Global Content Calendar with Local Resonance: Monthly distribution of Content to all participating markets following data-driven selection criteria for each one to optimize Performance and ROI
XPLAIN’s Dashboards enabled informed decisions, providing real time actionable insights through a fully customized, single view of Brand’s Performance in all main KPIs
The Global marketing team monitored Global performance locating strengths and plain points sa as to evaluate and adjust in Real-Time. Local Markets’ Intelligence Dashboards were also set to monitor performance, benchmark their efforts and leverage results
Measurement included: Digital Assets’ Performance Analysis, Content Performance, Advertising Effectiveness and more..
XPLAIN carried out Digital Transformation Training & Workshops to Local Teams and their Agencies to integrate Digital Dynamics and align on the Strategic Data-Driven Framework
Digital Marketing Strategy, Performance Optimization Methodologies as well as best practices for Digital Communications’ Excellence were gained through extensive Consumer Behavior Insights and thorough Data Analysis
