The Campaign

Ideation: We understand that food is the integral part of the Chinese New Year (CNY) tradition. It’s also usually during the CNY reunion dinners when the nosy aunties start to ask awkward questions. Since these questions are unavoidable, we wanted to showcase how the combination of Coca-Cola and delicious CNY food can help dissolve these awkward moments by turning the uncomfortable situations into pleasurable ones Messaging: We created a series of webisodes targeting different personas with relevant scenarios, with the key message of “the simple pleasure of drinking Coca-Cola makes CNY moments special”

Creative Execution

Implementation: - Developed the storyboard and produced 3 versions of 15s pocket TVCs and 30s webisodes. - Localised the videos for different markets. - Added supers and subtitles to capture the audience’s attention when the video auto plays without sound. Timeline: The webisodes were launched on January 16, building up the hype of Chinese New Year and generating buzz for Coca-Cola’s campaign. Placement: The videos were posted on Coca-Cola’s Facebook and Instagram official accounts. Scale: The campaign was picked up by mumbrella and marketing interactive as a featured case study, increasing the earned reach significantly

- In MY, Sale volume increased by 21% with a 2.4% point increase in the market share over previous year (PY) - Increased ad recall by 9 pts vs the control group and brand preference by 6 points during the CNY period (Source: Nielson/ Facebook) - Completed video views up 67% compared to benchmark - Achieved #1 Share of Voice (SoV) , 15% over PY, in 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 - BLS uplift with the core TA

Data gathering: Users find videos are 5x more engaging than static content on Facebook and Instagram (Source: Facebook IQ, 2017) Target Audience: As Coca-Cola’s thematic TVC only targeted a niche audience segment – young adults – we wanted to widen our reach on social media and target a broader set of target audiences including mums, young adults and youth. Approach: - We brainstormed and selected the usual awkward questions that these 3 personas would typically encounter during CNY reunion dinner and created relatable scenarios. - Selected Facebook and Instagram as platform as choices for video sharing.