Unlimitail Wins at the 2024 Adtech Awards with Coca-Cola

Unlimitail, in collaboration with The Coca-Cola Company and MediaCom, has been awarded Best Retail Media Activation of 2024 at the Adtech Awards organised by the renowned media Minted. This recognition highlights the success of a data-driven approach that transformed Coca-Cola’s digital strategy and delivered significant business impact.

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With over one billion transactions annually across Carrefour’s online and in-store platforms, Coca-Cola leveraged first-party data to develop an advanced audience segmentation strategy.

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This allowed for precise targeting of consumers based on their purchasing behavior, ensuring an optimal balance between Coca Cola’s business goals of recruitment and retention.

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The strategy combined always-on campaigns to sustain customer engagement with short-term activations during key moments like Halloween and Christmas and to sustain product launches attracting new buyers.

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‍More than 90 audience segments were created in 2024, such as “Heavy buyers”, “Regular buyers” or even “slowing buyers”, each receiving customized ad exposure and creative variations to maximize conversion.

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To measure the impact, Unlimitail implemented an incrementality-based approach, comparing exposed vs. non-exposed test groups. This methodology provided clear performance insights, leading to real-time optimizations.

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Key results:

• €1.65M in incremental revenue

• 215M impressions, reaching 10M French consumers

By integrating Coca-Cola’s marketing objectives with Carrefour’s data ecosystem, this initiative set a new standard in retail media innovation. The ability to segment audiences, refine engagement strategies, and track performance continuously ensured maximum impact and efficiency.

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Unlimitail, alongside Coca-Cola and MediaCom, continues to push the boundaries of digital activation, demonstrating how precision targeting and first-party data can drive sustained business growth.

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