To spread the message of staying “hydrated and refreshed” during peak summer season.
To drive relevance across a broad and varied audience.
Tang used weather-based API by 4C to trigger recipes according to city-based weather conditions.
Ads were triggered on social media, based on different weather conditions, in their respective geolocations. 8 major cities were targeted based on the following weather conditions:
Reached 11M people creating a positive impact of the brand
Gained 32M impressions with a CTR of 0.30% which is above the 2018 benchmark of 1.64%
CPM of $0.17 was achieved which is below $0.43,the 2018 benchmark
15 major cities of Pakistan were targeted which led to increasing consumer taste preference on new formulation by 59%