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.

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.

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.

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.

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.

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.

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.

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.

About Unlimitail

Unlimitail is an international retail media structure offering brands and retailers the opportunity to deploy their retail media strategies in a simplified, unified and optimised way. It enables a better understanding of consumers, the activation of targeted and omnichannel marketing campaigns, as well as end-to-end measurement of the effectiveness of these campaigns, from increased visibility to increased sales. The company stands out in the market today thanks to its cutting-edge Epsilon Retail Media advertising technology suite, which unifies onsite and offsite, and also thanks to its global reach and the quality of its data, accumulating more than 2 billion monthly page views and covering more than 160 million addressable customers worldwide.

Unlimitail Communications Department: communication@unlimitail.com

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