COCA-COLA: SHARE A COKE; SHARE A DRAMA

Short List
TitleCOCA-COLA: SHARE A COKE; SHARE A DRAMA
BrandCOCA-COLA
Product / ServiceNON-ALCOHOLIC BEVERAGE
CategoryD03. Use of Branded Content created for Digital or Social Media
EntrantSTARCOM MEDIAVEST GROUP Shanghai, CHINA
Media STARCOM MEDIAVEST GROUP Shanghai, CHINA
Idea Creation STARCOM MEDIAVEST GROUP Shanghai, CHINA
Production STARCOM MEDIAVEST GROUP Shanghai, CHINA

Credits

Name Company Position
Emily Liu Starcom Associate Business Director, LiquidThread Starcom

The Campaign

According to Starcom MediaVest's proprietary Yangtze Study research on tier 1-6 cities, including villages and counties of China, with 30,000 samplings on both Qualitative and Quantitative survey of consumers behavior; 68% Chinese youth (12-29yrs) listed "watch drama and video" as one of their favorite leisure activities. Youku (the largest Online Video Platform in China) reported that 66.8% of their users like original video content. Thus, other than TVC for just awareness, original branded content video was created as the main content format to engage with Coke's target consumers. The campaign would provide fun around movies/dramas that resonate with their emotions, inspiring connection and offering unique and amazing summer experiences which are sharable with friends.

Creative Execution

Perfectly timed with Coke's official TVC schedule, series of original vignettes were released consecutively on social platforms Wechat, Weibo and video platforms with zero media spent. 9 hero branded content at approximately 1 minute each were individually performed by the US stars such as Chloe Bennet of Agents Of Shield and Matthew Moy of Two Broke Girls to cleverly integrate the famous Chinese movie quotes. In order to make the content more appealing, we replicated the scenes and characters in which the fans would be familiar with. We ven got the US stars to speak Chinese! Second phase involved another 20 US celebrities such as Lee Pace of The Hobbit to film greetings and interviews based on the Chinese movie quotes at the San Diego Comic Con Festival in China and USA. The campaign leveraged about 100 celebrities and KOLs (famous bloggers) to amplify the sharing socially.

Over 50 short creative videos were amplified socially and digitally, driving resonation and engagement with the target consumers to vote and share. The campaign succeeded in providing a fun and sharable experience to engage with the movie quote bottles, further strengthened the brand spirit of Sharing Happiness. Voting of the best spot was conducted socially with amazing result. With Zero media spent, the result on mobile and digital platforms was huge: - UV 17,200,000 - PV 21,810,000 - Forward: 279,671 - Likes: 678,348 - Comments: 114,222 - Wechat messages: 149,568 - 654,767,000 total impression

We leveraged Hollywood celebrities to build branded content, localizing western stars with Chinese elements to create fun and sharable experience for china’s youth. More than 20 popular U.S. actors were invited to produce 53 creative short videos, in which they played with coke quotes and campaign slogan. This campaign is promoted on digital and social media, where more than 100 social accounts took part in to maximize social impression. Perfectly timed with Coke’s entire summer campaign, it created social buzz for the Coke’s Add Drama To Your Summer campaign. This campaign earned 655 million impression.

Insights, Strategy and the Idea

We sensed that US drama was prevailing among Chinese youth. The report from i-research revealed that a single popular US drama reached more than 4.7 million online viewers in one month, not to mention the huge downloads and the in-depth interaction on forums and social media. Referring to the Top 15 Baidu (China Google equivalent) rankings, we found that along with US dramas, actors in the shows also enjoyed high popularity with a strong fan base in China. Leveraging their star effect could fuel young people's passion, bold effort to film entirely US celebrities for a Social Content Campaign was created for the first time in China. We produced high quality branded content videos to be amplified socially and digitally, involving top Hollywood actors from popular dramas in the Top Baidu index; such as from Agents Of Shield, Two Broke Girls, Arrow, Vampire Diaries and Prison Break etc.

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