2016 Winners & Shortlists

Brief Explanation

The key objective when launching Coca-Cola's Snapchat account was to attract as many followers as possible. In order to do so, we needed to engage directly with our target audience and demonstrate the value of following this new channel - something difficult to do given the unique nature of Snapchat's media and the fact that it is an experience that can only really be appreciated when interacting with the content itself. As such, the challenge was how to incentivize potential followers without the ability to actually show the content that they would be able to receive? Our approach... to mimic the nature of snapchat's media via another social channel and directly reveal what our followers could come to expect. Twitter presented the perfect opportunity - with 44,000 engaged fans eager for content, we went straight to our target audience and gave them a taste of what they could expect.

Creative Execution

Coca-Cola mimicked SnapChat's ephemeral nature on Twitter. Tweets would appear... then disappear after 10 minutes to leave followers confused, engaged and eager for more. This pattern continued for the next 60 minutes, constantly teasing followers and allowing Coca-Cola to reveal more about what they were doing - whilst all the time exciting potential followers about the manner in which Coca-Cola might reveal content to them in the future. The efficiency of the media team was crucial here in order to take advantage of the Social Media creative landscape and the opportunity it provides to submit and delete content at will.

Results

This created a huge buzz to the extent that followers thought the account got hacked with the incident creating a huge amount of hype. Followers were blown away and the numbers proved it: - Thousands of messages from fans lauding Coke for their efforts. - 12,000 followers to Snapchat in 2 days. - 30K impressions per tweet. - 180K impressions overall. - 6.67% conversion rate.