Sprite – Coca Cola

For this year's Joke-In-A-Bottle campaign, Sprite aimed to build consideration among students awaiting their board results and researching colleges on Quora. With Education as one of the most followed topics (~34M followers) on Quora, Sprite identified the platform's huge potential as a unique source of relevant communities. Sprite has been actively targeting a young audience on Quora—primarily students—over the last three years.

Sprite targeted student communities and encouraged them to listen to their favorite comedians to reduce the stress of exams and college admissions. With a focus on contextual targeting, Sprite reached out to a cohort of students who had recently taken board exams and were researching college and admission processes to drive relevant traffic to their WhatsApp page. The campaign cleverly creates an association between Sprite and stress busting among students.

Understanding your audience is key to success on Quora. We found that targeting students during their exam results and college admission phase allowed us to connect with them when they needed a break the most. By leveraging Quora's unique targeting capabilities, we could deliver our humorous content directly to those who were actively seeking information and support. Quora’s engaged user base made it an ideal platform to create meaningful interactions and build brand consideration.

During their April-May 2024 campaign, Sprite’s Image Ads gained over 32M impressions, with a CTR 10% higher than the platform benchmark in the CPG category on Quora. The campaign also resulted in achieving a unique reach of 62%. This has expanded their reach to students researching on Quora during their exam results and college admission phase and has significantly boosted brand exposure.