Coke Studio

The objective

Maximize Coke Studio’s Season 15 Impact on TikTok

Coke Studio, a franchise featuring local studio-recorded music performances that Pakistanis eagerly look forward to each year, launched its highly anticipated Season 15 on TikTok. The objective was to elevate Coke Studio Season 15 as a cultural phenomenon on TikTok by maximizing audience reach and engagement, driving sustained interest through strategic weekly song promotions, and seamlessly converting TikTok viewers into dedicated listeners of the full music tracks. 

 The solution

Striking a chord within the TikTok community through various ad solutions to show off the local music magic!

In April, Coke Studio launched a strategic TikTok campaign to promote Season 15 in Pakistan. The campaign kicked off with a TopView ad unit to secure premium placement and achieve mass awareness in just one day. The strategy then moved to building anticipation by releasing teasers for each of the ten songs using TopFeed inventory, targeting music lovers on the platform. A few days after each teaser, full song campaigns were launched with objectives focused on reach and video views to maximize exposure.

All of Coke Studio’s Season 15 content, which featured vertical adaptations of the full songs with local artists, was uploaded to Coke Studio’s TikTok profile. This content was further amplified through Spark Ads, ensuring each song reached a broader audience while maintaining native engagement on the platform.

The results

Coke Studio’s hitting all the right notes on TikTok, reaching over 41 Million users in Pakistan.

Coke Studio’s Season 15 campaign on TikTok delivered exceptional results, resonating powerfully with the community. The campaign reached over 41 million users, achieving a CPM 9.3% below the industry benchmark. It garnered a total of 664 million video views, with a 15-second Focused View-Through Rate exceeding the benchmark by 14.5%. Engagement was equally impressive, with over 5.7 million likes, comments, and shares on Coke Studio’s videos. This goes to show how TikTok effectively promoted the season, driving massive awareness and interaction among music lovers across the platform.