2016 Winners & Shortlists

The Brief

When producing content for Coca-Cola our communications objective is to demonstrate a true understanding of our target audience's behaviors and hobbies and to engage with these topics in a creative and interesting manner. With this responsive tweet, we reacted to a controversial footballing moment and immediately capitalized upon the big buzz that this topic was creating on social media. Yet we did not only pass comment - we took over the discussion from a relevant Coca-Cola perspective and generated new conversation around the subject matter - all the while without having to actually show a direct reference to the moment.

Creative Execution

The content was posted on Twitter only. We identified that the vast majority of online engagement surrounding football takes place on this platform as it allows followers to share opinions and spark discussion around specific topics - something essential for all fans - therefore, by asking a question in our tweet we were able to further encourage interaction/discussion around an already hotly-debated topic. Twitter is also the best platform for current-affairs or news topics - if people were searching for this news story and seeking to engage with the discussion, Twitter offered the best avenue for them to do so.

Describe the success of the promotion with both client and consumer including some quantifiable results

It gained highs of 978 retweets, 96 likes, and an engagement rate of 25.4% in comparison to global brands’ metric benchmarks of 97 average retweets, 123 average likes, and 3.5% average engagement rate. Not only that but this tweet was also the most, and remains the most, re-tweeted tweet about the topic. What made this successful is how we showed creativity in illustrating what happened and opened up a discussion without having to show a direct reference to it. Our choice to tackle the moment was also successful considering it was even reported on global news.

Explain why the method of promotion was most relevant to the product or service

Twitter is a landscape littered with football fans seeking to engage in football related conversation. Yet the vast majority of these football fans are not necessarily fans of Coca-Cola and or necessarily seeking to engage with brands on twitter. As such, in order to activate these followers and generate interaction, we produced a strategic piece of content that not only demonstrated a true understanding of the target audiences' interest and sentiments, but was also creative and relevant enough to spark genuine interest and reaction - whilst also maintaining a relevant and unforced role for the brand that allowed us to promote Coca-Cola within the communication.