Brand Building in the Digital Age: A Conversation With Coca-Cola and Meta [Video]

On this episode, we’re joined by Shakir Moin, President, Marketing for @Coca-Cola North America.

Shakir shares how Coca-Cola is leveraging AI, data and storytelling to build iconic brands that resonate with consumers. He explains the importance of creative excellence, the power of hyper-targeted media strategies and how to maintain brand relevance in an evolving digital landscape.

Shakir also discusses the challenges and opportunities of integrating AI into marketing for long-term growth and brand building.

Key Takeaways:
(02:15) Coca-Cola leverages AI and data to drive brand growth.
(05:42) Creative accounts for 50% of a campaign’s success on Meta.
(08:30) Hyper-targeted media strategies effectively reach specific audiences.
(11:18) Balancing long and short-form content engages diverse consumer groups.
(14:05) AI is crucial for attracting new consumers and driving growth.
(17:45) World-class brands are built by investing in world-class people.
(20:20) Creating memorable brand experiences is central to Coca-Cola’s strategy.
(22:58) Digital experiences are transforming brand-consumer connections.
(25:35) Measuring marketing impact through data is essential at Coca-Cola.
(28:10) Integrating AI into marketing poses both challenges and opportunities.
(31:22) Emphasis on storytelling enhances consumer engagement and loyalty.
(34:45) Tailoring content for platforms like Instagram boosts relevance.
(37:15) Consumer insights guide Coca-Cola’s evolving marketing strategies.
(40:02) Coca-Cola continues to innovate with AI and data-driven marketing.

Resources Mentioned:
@Coca-Cola
@marvel
Oppenheimer

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