Streamlining Campaigns for a Beverage Behemoth

The advertiser, a global leader in the beverage industry, faced heavy competition in the fast-moving consumer goods (FMCG) category. With campaigns running across dozens of different regions, their global marketing efforts had become fragmented.

They wanted to increase campaign efficiency, eliminate budget overlaps, and align local regional campaigns with their global corporate vision while still effectively addressing local market needs.

Our team conducted a deep-dive operational review of current campaigns for each brand in every active geography.

Based on our audit, we generated localized strategic recommendations that were firmly grounded in the global corporate brand strategy but modified to address specific regional market opportunities and local operational constraints.

We shared granular feedback per brand for each country on multiple fronts:

• Investment Optimization: Identified high-performing campaigns aligned with the big-picture strategy to increase funding.
• Growth Opportunities: Highlighted new campaigns and creative options to expand localized market share.
• Cross-market Replication: Documented successful tactics from similar markets for other countries to copy.
• Trend Analysis: Evaluated notable differences in each market compared to global benchmarks to improve forecasting.
• Waste Elimination: Stopped underperforming or misaligned campaigns to immediately release media budget.

The streamlined strategy yielded significant improvements in coordination and overall commercial performance:

• Brand Consistency: Achieved a massive increase in overall brand perception and recognition as regional campaigns began feeding off of each other, creating a consistent global voice.
• Budget Efficiency: Accrued an average media budget savings of 18% by eliminating underperforming and redundant setups.
• Revenue Generation: Re-invested the saved budget into optimized channels, boosting global product sales by 6%.