Coke Taste the Feeling Campaign

After the success of the "Share a Coke" global campaign and "Taste the feeling 1", the brand revealed the "Coke Taste the feeling" Campaign which was headlined by the National Coke Anthem launched on radio, TV, Online and streaming websites globally with various features, renditions and covers.

The brief was to have the brand as a Top of Mind for all the touchpoints in the daily life of the target audience across all medium to reach and connect.

To deliver, we first determined the target audience attributes and developed a day in life plan to target at their niche. Following this, we explored competitive spend report and campaign analysis to generate insights that could support the budget recommendations and focus for each media. Thirdly, conducted a post campaign analysis of the previous campaign to take learnings and determine areas of emphasis and adjustments. Once these various researches were concluded, we proceeded to develop the 360 integrated media strategy for the Coke brand and subsidiaries including Fanta, 5alive Pulpy, Sprite and Eva.

Awareness phase
Identified high viewership TV shows and news at the rated times belts for placement, radio used unconventional methods such as OAP hypes, sports, interviews, anthem reviews to generate talkability, explored Cinema advertising on movies with top footprints during the Awareness Phase.

Recruit Phase
10secs compelling ads to show moments in the TGs day in life for Coke
Trigger needs for neglectors
Leveraged daypart connection moments and aligning media usage

Loyalty Phase
Program sponsorship- branding the judges chair at "The Voice Nigeria"
Identified other TV and radio shows with huge fanbase for product integration

On digital, using SEO, Facebook, Instagram, Programmatic, YouTube to share the brand story and aligning executions with the traditional interventions.
Followed online trend and leveraged, content on social media was audience focus and entertaining rather than Push messaging, Leveraged influencer marketing, Content pillars interpretation. Following are the way all platforms were explored:
1. YouTube-YT cards,360 degrees (in-stream, in-display, & mastheads, Unskippable bumper ads, YT discovery
2. Facebook- Livestreaming , 360 video, remarketing, deep linking mobile app installs, promoted posts, mobile advert polling
3. Carousel ads, instagram stories for press releases and influencer marketing, short video ads and content marketing
4. Twitter- Moments, stories, promoted stickers, leverage hashtags

Results:
1. Always-on 52weeks campaign generating 140 weekly GRPs, 70% reach, 1m+ monthly impressions, 1.8m video views, 23m reach, 11m engagements, surpassing all set KPIs
2. Leveraged key moments such as popular celebrations like Christmas, public holidays, organic UGC
3. Huge campaign spend productivity