Asahi Beverages hits 23 percent ROI

Asahi Beverages hit a 23 percent return on investment peak in its paid media investment after only expecting to reach a 20 percent target.

Asahi accelerated its digital strategy by deploying Salesforce marketing intelligence to quantify media performance, validate tactics, and maximise efficiencies through AI-driven insights.

The major beverage company, Asahi Beverages was also able to gain an extra $125,000 off a $500,000 investment, according to group head of consumer experience at Asahi Beverages, Megan Coutts-Quinn said.

Speaking at a recent World Tour Essentials Melbourne Coutts-Quinn said the company “had a goal” when working through its wider marketing intelligence investment.

“We wanted to get a 20 percent return on investment to be more efficient and we’re really pleased that we had 23 percent.

“From a budget point of view, what does that actually mean? For a media investment of $550,000 to be more efficient at paid media, we had an extra $125,000 to reinvest back into these brands.”

Coutts-Quinn added, “What I can share is that the benefits do scale". 

“If you had a $5 million media budget, you will expect to see $1.15 million in benefits. If you had a $20 million media budget, it’s a $4.6 million budget benefit.”

Coutts-Quinn said “2024 has been the year of expansion” going from around three brands on the marketing platform to roughly 22. 

One takeaway from the learning of the beverage company's efforts includes having “really clear operational guidelines” and “think about what your team would need” to best complete work.

Coutts-Quinn also said solid communication across the team and brands about how work is progressing was another takeaway learnt from the work. 

Kate Weber attended World Tour Essentials Melbourne as guest of Salesforce. 

Join us at our first-ever Digital Nation Executive Meet-ups at The Ivy Sunroom in Sydney on Thursday, June 27th. Secure your spot today.