As part of a transformational initiative to digitalise B2B operations in Europe, Coca-Cola Europacific Partners (CCEP) was considering developing a social media presence to serve its B2B clients.
The company, a leader in one of the largest FMCG sectors in Europe’s most significant markets, hoped to understand:
• Which social platforms offer the most appropriate format for communications with their audience.
• How these audiences should be engaged and informed.
• The implications for a move to social platforms in terms of customer expectations, resourcing, servicing levels and content propagation.
• What has worked for other FMCG companies and what pain points should be anticipated.
This case study shows how our mixed-methods approach helped CCEP explore the value, and assess the pros and cons, of a B2B marketing strategy to bolster its B2B client base, with a focus on developing a social media presence.