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

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: Shakir Moin - https://www.linkedin.com/in/shakir-moin-7b83941/ Coca-Cola | LinkedIn - https://www.linkedin.com/company/the-coca-cola-company/ Marvel - https://www.marvel.com/ Oppenheimer - https://www.oppenheimerfilm.com/   Keep up with the latest from Meta’s Business Engineering Team by following us on Medium.   #innovation #technology #genz #metaverse #socialmedia #socialmediamarketing