Coca-Cola Campus Ambassadors

OU

BYU

UM

UI

UMN

UIUC

AUCGSU

UGA

GSU

KSU

FSU

NC STATEECU

UNA

UABUSC

CU

UKVA TECH

LIBERTY

UTOLEDOND

UMUCONN

CSU

AU

WKU

WVU

MU

CSUB

CAL POLYLMU

WAZZU

VANDYUT

UA

ASU

UH

MIZZOU

BSU

USD

TTU

UTD

UT

TXST

SMU

ASU

UNLV

UI

RU

TU

PC

BGSU

GSU

LSU

TULANE

MSU

USM

CSULBUCLA

PUUSC

OSU

DUKE

SUNY ALBANY

SUNY GENESEO

SUNY BINGHAMTON

ISU

SCUUSF

ISU

UW

TXSU

UK

SUBR

ULL XULA

OLEMISS

IU

RU

BSU

UMASS AMHERSTBC

FITUCF

FAU

GU

GA TECH

MSU

UM

NU

PU

SETONHALL

UH

UCSD

UNCC

UNT

USF

UTEP

VU

2017 COCA-COLA CAMPUS AMBASSADOR SCHOOLS

2016-2017 SCHOOLS

KEY

NEW SCHOOLS FOR 2017

Building Brand Love

Objectives Our primary objectives for the Coca-Cola Campus Ambassador program:

• Build brand love across targeted Coca-Cola colleges

• Hire effective and influential ambassadors for the program

• Create tools and incentives to motivate ambassadors and increase program participation

• Create content and leverage social influence of Campus Ambassadors

• Increase Coca-Cola sales on campuses

• Deepen our relationship with University Officials

• Perform research and collect data on college students’ perceptions, behaviors and habits

Recruitment

How do we source and select the right students for the job?

NOT COCA-COLA CAMPUS AMBASSADORS

ACTUAL COCA-COLA CAMPUS AMBASSADORS

Kickoff

Summer Training

Coca-Cola hosted a three day training seminar at Coca-Cola headquarters for the campus ambassadors.

•  Presentations from core members of Campus Ambassador team and brand teams from Coca-Cola to educate ambassadors on program and products

•  Networking, socializing and group brainstorming helped create community and camaraderie for ambassadors to work together

•  Ambassadors received training on tools, techniques and best practices to set them up for success

Finding the Best Ambassadors

Key Findings  

•  The traits initiative and friendliness are clearly the most important traits in differentiating between top performers and low/mid performers

•  The most important social media variable is Instagram follower count

•  High performing Coca-Cola campus ambassadors feel that they receive school support and bottler support

Tools and Incentives

How do we create a suite of digital services that enable ambassadors to do their best work?

Mobile First

We built the program so that all information, communication and data collection can take place on a mobile device, the primary interface for our millennial ambassadors.

Digital Elements

•  Ambassador Hub

•  Go Commando

•  Leaderboard

•  Social Tracking

•  Survey Forms

•  Communication

Influencers

How do we leverage the social influence of the campus ambassadors?

Social Media Posts Posting about sampling events and other Coca-Cola initiatives on social media platforms is a key component of the program.

To date Campus Ambassador social posts generated over two million impressions and over two hundred thousand engagements.

Social Content

The Approach:

•  Social influence was critical element of ambassador selection criteria

•  Provide training on feedback on generating effective social media posts

•  Manage a suite of tools and apps for ambassadors to create social content

•  Provide sample messaging guidelines and copy for each social campaign

•  Track engagement and reach of social posts across Instagram, Snapchat, Twitter and Facebook

•  Incentive ambassadors to post with leaderboard points and prizes

Soundbites

Coke Music enlisted the support of the Campus Ambassadors to help drive participation in a contest to bring a private concert to competing schools.

Social Success Metrics

460K Impressions - 8K Social Engagements

Compelling Content

Compelling Content

Try it, You’ll like it

How do we drive trial, awareness and sales?

Product Sampling

The Approach:

•  Outfit every ambassador with a complete sampling kit to successfully execute activations

•  Create social messaging for ambassadors to post to raise awareness of sampling events

•  Provide custom premiums and brand specific elements to create more effective promotion

•  Track results of samples and social posts to measure initiatives and develop reporting and insights

•  Reward ambassadors for participation through leaderboard points and prizes

Product Sampling Strategy A primary component of the program is driving trial and awareness of Coca-Cola products on campus.

To date Campus Ambassadors have executed 537 sampling events with 118,656 product samples.

Product Sampling

#CocaColaCup2016

University of Kentucky Greek spirit week leading to the UGA v UK football game.

•  5 days

•  35 Greek Chapters competed

•  6,000 students engaged

•  28,847 engagements

•  818,424 impressions

Day 1 - Twitter Retweet Contest

•  12 hours

•  28,847 interactions

•  618,424 impressions

Opening social competition for the week long event

Day 2 - Facebook – Banner Share

•  773 shares •  3,010 likes •  3,783 interactions

Day 2 – Banner hanging on houses, then share competition

Day 3 - Instagram/Twitter “Coca-Cola Drop”

•  6 hours

•  1,988 engagements

•  29,625 impressions

The value of this was the content production and interaction.

Day 3 – Finding bottles on campus for points

Day 4/5 - Pep Rally, UGA Game

#CocaColaCup was the halftime show of the football game

This brought Coca-Cola to the minds of all current students, fans, alumni and allowed them to associate our brand with fond college experiences.

Quantification and Qualification

How do we tell the story?

Reporting

We track all aspects of the campaign through a real time dashboard. We monitor performance of the social, sampling and research efforts of the ambassadors.

Reporting Elements

•  Sampling Map Data

•  Social Post Metrics

•  Social Engagement

•  Quantitative Research

•  Ambassador Participation

In Conclusion

We are always looking to improve the program and continue to refine our approach to deliver better results.

Key Learnings

•  Always evolving

•  Never a dull moment

•  Stay Relevant

•  Build upon previous success