Coca-cola Promo, Case study THE 2 MILLION FANS CELEBRATION by Starcom Paris

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Industry Soft Drinks
Media Promo & PR, Case study
Market France
Agency Starcom Paris
Released January 2012

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Media Agency: STARCOM, Levallois-Perret , FRANCE
Media placement: Digital - Facebook - January 1st, 2012
Media placement: Digital OOH - Clear Channel - January 3rd, 2012
Media placement: Digital - Youtube - January 1st, 2012

Insights, Strategy & the Idea

Coca-Cola already has a strong social strategy that empowers its fans by using a communication platform that is strongly anchored in their digital habits and consumption - Fans First - a strategy through which the brand tends to own every occasion to celebrate (Valentine’s day, Saint Patrick, Christmas, etc).
Thanks to this strategy, at the beginning of 2012, the Facebook fan page in France had reached over 2m fans.
Coca-Cola and Facebook share common values and functions in the life of their consumers/users: daily consumption, sharing, and building social links.

Creative Execution
Engage every single consumer of Coca-Cola in order to make them fans of the brand and celebrate with Coca-Cola every important moment of their lives in 2012.

For the New Year celebration, Coca-Cola released a short video message to its fans thanking them for their support in making them the most loved brand in France. The video was broadcasted online but also offline on digital billboards.

Results and Effectiveness
End of February : 2 517 000 fans
Since the video was released:
+ 400 000 fans
+ 80 000 likes
+ 11 000 comments
+ 8 900 shares