Objective

Launch the eleventh season of Coke Studio by maintaining the position as the most loved brand through ‘association with music’ through increased visibility and reach.

Challenge

With consumer behavior ever-evolving, challenge was to accurately predict song performance to set targets.

Solution

Used multiple planning tools to analyze past 4 seasons (110+ songs) for numerical performance indicators and content performance indicators. We adopted a dual approach on calculating views and content preference:

• Model 1: phase-wise view calculator
• Model 2: cluster predictor