The Campaign

Ideation We recognised that getting awkward questions from nosy relatives during CNY gatherings was an issue that our TA could easily resonate with. We decided to leverage on this situation and come up with a teaser campaign to create buzz and spark curiosity with a subtle hint that Coca-Cola could be a solution without explicitly stating the brand name. Outreach Instead of creating branded content, we engaged a set of 47 influencers with a total of 1,339,725 followers to share real stories of awkward CNY questions they encountered, along with a call-to-action (CTA) to encourage followers to follow Coca-Cola’s brand accounts to stay tuned.

Creative Execution

Timeline The teaser phase was launched on December 26, 2016 and rolled out, in a staggered manner, on Instagram to January 14, 2017 for 3 weeks, leading up to Coca-Cola’s Chinese New Year campaign. Placement Leveraged on each of the influencers instagram account for them to post our teaser content. Scale - Engaged with 47 high & mid tier influencers in Singapore and Malaysia, with a total fan following of 1,339,725. Leveraging on their fan base, we were able to connect directly to our TA with the influencers’ own personalities and styles. - The campaign was picked up by Mumbrella and Marketing Interactive as a featured case study, increasing the earned reach significantly.

- In MY, sales volume increased by 21% with a 2.4% point increase in the market share over previous year (PY) - Achieved #1 Share of Voice (SoV) , 15% over PY, in the non-alcoholic ready-to-drink (NARTD) category, both in MY & SG - #1 & #2 most advocated beverage brand in MY and SG respectively - 3X & 2X engagement compared to PY in MY and SG respectively - Achieved an Earned Media Value (EMV) of S$160K, 7 times higher than benchmark - 82% of the selected influencers outperformed their average engagement rate by 150% - BLS uplift with the core TA

Data Gathering: - 92% of the consumers believed in influencer-lead content (Source: Musefind, 2016). - 99.3% of influencers said Instagram was a great place to connect with community and brands (Source: Hashoff 2017). Approach - Selected top tier and mid tier lifestyle influencers based on Reach vs Trust, Brand Fit, and Average Engagement Rate. - Chose Instagram as the platform of choice for influencers to interact with their followers. - Adopted the “meme” format with witty and relatable content that can form an instant connection with our TA. - Personalised the meme’s copy to match each of the influencer’s lifestyle and background. - Used consistent visual format in the native brand colours that helped establish an implicit connection without explicitly stating the brand name. - Coined the catchy hashtag #CNWhyyy, a clever fusion of our TA insights and the CNY event.