Business Platform
Powerade
Promoting an innovative Summer Games experience with ads that click to WhatsApp
Brand
Powerade partnered with the Brazilian Olympic Committee to develop an immersive messaging experience for Brazilian fans of the 2024 Summer Games on WhatsApp, then promoted it with a campaign of ads that click to WhatsApp, driving tens of thousands of users to the experience while delivering a 6-point lift in ad recall and a 4.9-point lift in top of mind awareness.
6-point
lift in ad recall
4.9-point
lift in top of mind awareness
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Chasing the gold
Powerade, which is owned by The Coca-Cola Company, is an isotonic beverage that helps keep athletes hydrated during and after exercise. While Powerade is popular in the US and other regions, The Coca-Cola Company was chasing similar levels of penetration and market share for the brand in Brazil, one of its largest target markets.
Their Goal
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An exclusive audience relationship
In order to build awareness for Powerade in Brazil and help grow its association with elite athletics, The Coca-Cola Company teamed up with the Brazilian Olympic Committee, with the goal of creating a unique, immersive mobile experience for a shared audience of Powerade and Summer Games fans.
“This partnership was fundamental for Powerade to achieve its business objectives in 2024. We faced a huge challenge developing the right approach in the leadup to the Summer Games, and this project gave us what we needed to establish ourselves as a preferred sports partner for consumers. On top of that, we also delivered some of the biggest results of the summer for our partners at the Brazilian Olympic Committee, which shows how effective this initiative was.”
Carla Dart
Senior Media Director, The Coca-Cola Company
Their Solution
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A personalized Summer Games experience
Powerade and its partners at the Brazilian Olympic Committee teamed up to build Time Brazil, a WhatsApp messaging experience for the games that offered a variety of features for Brazilian sports fans, including event schedules and results, an active medal tracker, athlete information, quizzes, an exclusive sticker pack, the ability to send and receive messages from their favorite Summer Games athletes and more.
Fans had the ability to customize their experience within Time Brazil by choosing their favorite sports and athletes to follow. To encourage regular engagement, users were sent daily updates on their preferred content via WhatsApp push notifications, though they could choose to opt out of receiving these notifications.
The team developed the in-app user experience by implementing WhatsApp Flows, which empower businesses to create rich, end-to-end user experiences that make engagement simple and intuitive. Powerade promoted Time Brazil with video and photo ads that clicked to Time Brazil in WhatsApp. The ads promoting Time Brazil were delivered to adults 18 and older in Brazil using Advantage+ Placements, a feature that makes it possible for an advertiser’s ads to be seen in all placements that fit its settings across Facebook, Messenger and Instagram.
Their Success
A winning result
Powerade measured the performance of the Time Brazil ad campaign with a Meta Brand Lift study that ran throughout the duration of the campaign (June 1-July 31, 2024). In addition to reaching more than 90 million people and driving more than 165,000 unique users to Time Brazil, the ads delivered:
- 6-point lift in ad recall
- 4.9-point lift in top of mind awareness
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