EssenceMediacom (WPP Media) helps The Coca-Cola Company grow new-to-brand customers 315% with Twitch

Goals

Gen Z audiences do not want to consume Christmas ads – they want to co-create them. The Coca-Cola Company (“Coca-Cola”) recognized this during the 2024 holiday season in Spain, where traditional approaches had delivered 25.9 million impressions and 11K+ purchases but lacked the cultural resonance and organic amplification the brand needed. Audiences scrolled past branded content and resisted passive consumption. Coca-Cola needed to move beyond conventional media placements and transform themselves from a passive advertiser into a cultural co-creator – a brand that invites participation rather than demands attention.

They partnered with EssenceMediacom (WPP Media), an Amazon Ads verified partner, with the goal of generating genuine engagement that would build lasting cultural relevance extending well beyond the campaign window. EssenceMediacom (WPP Media) set out to design a campaign that would place the audience at the center of the creative process itself, using Amazon’s channels as the stage for co-creation at scale.

Approach

EssenceMediacom (WPP Media) designed a campaign built on radical co-creation. The centrepiece: Spanish streamers Los Diozes (IlloJuan and Spok Sponha) composed an original Christmas anthem, “Feliz Navitrap,” live on Twitch – with the community voting on rhythm and lyrics in real time. Coca-Cola was organically woven into the creative process, fostering authentic connection rather than interruption.

The campaign then amplified this co-created story across Amazon’s channels through Prime Video (12 million impressions with a 97.7% video completion rate), Fire TV (6.3 million impressions with 98.2% viewability), audio ads (2.9 million impressions with 98.99% completion rate) and Alexa skills (145,000 branded voice interactions).¹ Each format adapted the same narrative to its context – from lean-back viewing to voice-activated engagement.

Amazon DSP connected the story to purchase behaviour through AI-driven audience optimization and predictive new-to-brand (NTB) modelling. Dynamic creative optimization automatically adapted creative across formats, while contextual and behavioural signals ensured precise reach across Prime Video, Fire TV and Twitch inventory.

Results

The campaign achieved results that redefined what festive advertising could accomplish. On Twitch, stream views grew 766% above benchmark with 47,463 live chat interactions – proving deep community connection rather than passive viewership.²

Business results exceeded every goal. Total purchases grew 89.5% YoY to 21,275, with NTB customers increasing 315.3%.³ Total product sales reached €256,505, an 80.6% increase.⁴ A peak return on ad spend (ROAS) of 6.75 was achieved.⁵ Subscription sign-ups grew 159.1% and detail page views increased 153.5% – signalling sustained interest beyond the campaign period.⁶

The most remarkable outcome was organic amplification that required no additional paid promotion. “Feliz Navitrap” reached No. 1 on Amazon Music, accumulating 1.5 million streams and 8 million social views.⁷ More than 1,600 user-generated videos spread the anthem across platforms – the audience had built a tradition with Coca-Cola, not merely consumed one.⁸ The song maintained its No. 1 position into January 2026, confirming that co-creation builds cultural assets that outlive campaign flights.⁹ This success shows that inviting your audience to co-create content rather than passively consume it can drive deep brand connection.

Sources

^1–9 Coca-Cola, Spain, 2025–2026.