Client: Coca-Cola India
Category: Food, Beverage, Tobacco
In recent times, the digitally active generation expects more from brands when it comes to interactivity. As a brand that’s highly active in digital, Coca-Cola wanted to give its audience a taste of what it feels like to feel connected with a celebrity. The idea was to not just create special moments, but to be a part of special moments from the lives of Coca-Cola lovers in India.
Coca-Cola utilized the "moments planning" approach on social media, and opened happiness on social platforms for its millions of fans – by getting their favourite Coca-Cola ambassador to personally wish them well on a special occasion in their lives.
Though Coca-Cola has long been involved in conversations with users and has been regularly engaging with positive stories, year 2015 was the first time it seeded customized videos, thus launching Coke Wishes. Previously, in the year 2014 -- which was the year of happiness for Coca-Cola -- the brand created short 10-12 second videos wishing Happy New Year to users in regional languages. These videos were seeded across platforms targeting users residing in Tier II and III cities.
The target audience was males and females in the age bracket of 18 - 25 years from the socio-economic classification of A and B cities.
Nearly 500 videos with all the names covering most of the moments in a consumer’s everyday life were created. The major challenge in creating these videos was to get all the stars in one place in one time. The consumer activation team at Coca-Cola had to find appropriate dates for all of the celebrities.
The innovation piece in this campaign was the comprehensive listening and monitoring of conversations across platforms on a day-to-day basis to ensure that Coca-Cola becomes a part of consumers' special moments and has a mass effect.
Taking the "moments planning" approach, the most common user moments that brand Coca-Cola can relate with were identified: birthdays, anniversaries, Diwali, New Year’s Eve and Christmas, among them.
Next, the 50 most common names in India were identified through extensive research. Once Coca-Cola had names and occasions, consumer activation and celebrity management teams at Coca-Cola helped create the more than 500 videos with Coca-Cola brand ambassadors Siddharth Malhotra, Alia Bhatt and Deepika Padukone.
The brand then initiated a comprehensive social listening campaign. Whenever a Coca-Cola fan or follower was celebrating his or her birthday or anniversary, Coca-Cola uploaded a video of their favourite celebrity wishing them well on the occasion.
In order to reach out to more and more people, it was important to seed the customized videos across all platforms including mobile phones. While engaging users on Facebook and Twitter was smooth and easy, the brand had to think of a creative way to engage with the mobile audience. Hence, Coca-Cola thought of targeting their pre-existing 72 WhatsApp groups with these videos. The best part about sending people wishes on WhatsApp was the instant response of joy that Coca-Cola got from them. Everyone had to wait longer on the other platforms as the users were not very accessible on these platforms as compared to mobile phones.
Here is how the campaign performed. There were: