Coca-cola Promo, Case study WHAT'S YOUR CELEBRATION? by UM

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WHAT'S YOUR CELEBRATION?

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency UM
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: COCA-COLA
Product/Service: BEVERAGES
Date of First Appearance: Apr 1 2010
Entrant Company: UM, New York, USA
Regional Comms Planning Director: Joe Nicolas
Group Media Director: Dana Nahas
Media Supervisor: Sherif Ghanem
Media Supervisor: Omar Katerji
Media Planner: Jad Daou
Media Executive: Neha Khandwani
Senior Digital Media Planner: Zineb Mansour
Integrated Marketing Communications: Mirza Ali Baig (Coca-Cola)
Group Brand Manager: Islam ElDessouky (Coca-Cola)
Marketing Manager MEBU: Tolga Cebe (Coca-Cola)
Media placement: User Generated Video - YouTube.com - April 1, 2010

Insights, Strategy & the Idea

As an official FIFA World Cup partner, Coca-Cola had the chance to produce a celebratory anthem uniting an international star with a huge local celebrity. Producing a song was a perfect fit for our target (digitally-savvy teens), and this dictated our strategy: a viral ‘cascade strategy’ that would create awareness across our markets and build a strong preference for ‘Wavin’ Flag’ over two rival anthems. Our consumers understood that this was a way for Coca-Cola to bring everyone together, with our local version being supplemented with 17 other versions in different languages. For a new generation, Coca-Cola could once again ‘teach the world to sing’!

Creative Execution
On May 4th, we released the anthem on radio in most Middle East markets. To analyse reach, we created a small report listing the top user-generated clips with a description of the content, profile of the users as well as wider information on the clips (number of views, comments). Within a week of the anthem’s release, we counted an outstanding total of 65,000 views for the top channels. We then identified the key influencers and established dialogues with them. We rewarded them by sharing unique content with them and then letting them share that content with their subscribers, even allowing them to modify/personalize it. We made a point of sharing the song with these influencers before the official release on TV. By establishing that dialogue, we turned them into an influential channel!

Results and Effectiveness
A comparison between Football KBIs for July 2010 and an average for the six months before launch shows a 29% increase. The Music KBIs in key markets saw uplifts of 15%. YouTube posts have been viewed by 11.5 million viewers, making our version of ‘Waving’ Flag’ one of the best-viewed Arab Music videos of all time. Blogger acceptance outside YouTube has been enormous, and the song was also featured in countless top 10 charts both on radio and the melody channels on online websites. Our Facebook campaign was ranked among EMEA’s five best performing Facebook campaigns of the period. Essentially, this became the official song of the World Cup.