The influencers joined in
The Challenge
The problem nobody wanted to have
Coca-Cola needed a holiday campaign that could scale to millions of simultaneous users, with strict brand identity, real people's images, and zero margin for error during the year's most critical dates.
1
Unpredictable scale
How many people will message during the holiday season? There's no way to know and it can't fail.
2
Reputational risk
Real people's images with a global brand. Moderation can't depend on humans.
3
Creativity at scale
Real personalization without losing Coca-Cola's visual language across any asset.
4
Critical window
The campaign runs for 30 days. Every hour of downtime is lost visibility and it doesn't come back.
The Solution
Generative AI as the campaign's operating system
biia industrialized GenAI in production: a complete conversational flow on WhatsApp, no apps, no friction, across 8 countries at once.
1
The user starts on WhatsApp
No app downloads, no sign-ups. Just open WhatsApp and start typing. The experience kicks off instantly with a brand character.
→
2
Sends a selfie
NanaBanana™ generates a unique wrapping paper featuring their face in real time, staying true to Coca-Cola's visual standards.
→
3
Receives their personalized PDF
A print-ready wrapping paper, unique to each user. The brand travels physically into the real world.
The Results
The numbers don't lie.
1,962,502
Total interactions processed
Original goal: 1,000,000
95.6%
Error rate
reduction
From 11.19% to 0.49%
8 countries
Simultaneous coverage across LATAM
Colombia, Mexico,
Peru, Ecuador,
Chile, Argentina, Paraguay, Brazil
+96.25%
Above the volume goal
69,712
Requests in a single day
Peak on December 25
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