how coca-cola wins on china digital & social media

COCA-‐COLA LYRIC BOTTLE CHINA SOCIAL CAMPAIGN REPORT

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S O C I A L C A M PA I G N R E P O R T

C H I N A !


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Welcome to the China Social Campaign Report.

ABOUT THE CSCR MarkeUng campaigns in China provide a unique opportunity to observe brands acUvaUng and integraUng their digital

and social channels. Whether in service of a new product launch, brand heritage exhibiUon, or seasonal sales

promoUon, campaigns reveal each brand’s blueprint to creaUng buzz, engaging fans, and driving conversion.

LEARNING FROM EXAMPLE These reports will take a deep dive into the strategy and

mechanics behind the stages of each campaign. At this level of detail, we’ll learn just exactly how marketers integrate

the properUes of each digital asset in combinaUon with offline acUviUes and KOL influence to achieve their

objecUves.

ASK US ANYTHING This report will open the door to deeper quesUons. For this purpose, we’ve created a subscriber forum at

resonancechina.com/answers where readers can ask us anything from the report. We’ll have our researchers and

strategists moderaUng the forums and ready to answer any quesUons asked with professional experience and addiUonal

supplemental research when required.

ABOUT RESONANCE

Created in 2009, Resonance is a preferred China social media and branding agency, with a specific focus on

fashion, luxury, and lifestyle brands; headquartered in Shanghai, China. To find out more, visit us at

resonancechina.com

ABOUT CSCR

KEY TAKEAWAYS

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HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS


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Coca-Cola uses Lyric Bottle QR codes to promote sharing of musicons through a mobile campaign site. 1. CAMPAIGN MOBILE SITE Scanning a Lyric BoIle QR code with WeChat opens a mobile-‐opUmized site that plays the musicon for the associated lyrics. These videos are typically ten seconds in length and include audio of the song lyric with creaUve animaUons. The tabs on the page link to sharing instrucUons, a longer snippet of the song, and a link to the campaign microsite. 2. SHARING INSTRUCTIONS Due to the lack of intuiUve sharing between mobile minisites and WeChat, Coca-‐Cola follows common pracUce for many brands in laying out the steps for sharing the musicon with contacts or on the Moments feed.

TEASER LAUNCH SUSTAINED


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林俊杰 | JJ Lin Singer: 24,059,277 Followers

汪东城TD | San Yan Jiro Musician: 11,621,944 Followers

周杰伦微资讯⺴⽹网 | Jay Chou News Fan Club: 177,871 Followers

月之海| Anderson Jiang Fashion Blogger: 228,041 Followers

靳⽻羽⻄西 | Jin Yu Xi Beauty Entrepreneur: 1,421,396 Followers

TEASER LAUNCH SUSTAINED

KOL posts boost buzz for Lyric Bottles and encourage sharing on social media. 1. CELEBRITY POSTS Coca-‐Cola sent customized Lyric BoIles to major China celebriUes and retweeted photos that they took posing with boIles, inspiring their followers to post photos with their own favorite boIles. Celebrity KOLs: 12 Engagement Generated: 124,325 2. INFLUENCER POSTS Influencers also received Lyric BoIles customized with their names, and posted images to their Weibo, building awareness among their fans. Influencer KOLs: 9 Engagement Generated: 3,551 3. FAN CLUBS & AGGREGATORS Fan clubs provided a significant boost in Lyric BoIle content engagement, specifically in support of campaign ambassadors Jay Chou and Mayday. Large aggregator accounts also retweeted brand content that captured trending topics and popular senUment. Fan Club & Aggregator KOLs: 17 Engagement Generated: 3,655

星座与心理 | Zodiac News Horoscope Aggregator: 10,230,307 Followers

*KOL data accurate as of September 30, 2014


HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS

Have More Questions? We’ve Got Answers Online.

ABOUT CSCR

KEY TAKEAWAYS

CAMPAIGN

QUESTIONS

CONTACT

ASK US QUESTIONS IN THE FORUMS Digital in China can be complex, and there are always quesUons that this report cannot answer. For this reason we’ve created a Q&A forum where you can log in and ask us any quesUon from this report, and our staff of consultants will get back to you with answers within 48 hours. YOUR PERSONAL CONSULTANT Our consultants are made up of our research and strategy teams, who have access to Resonance’s community managers. Everyone on the forums has pracUcal experience running social, digital campaigns in China and are the most qualified to help answer your quesUons.

Ask any unanswered ques@ons in the CSBR forums!


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how coca-cola wins on china digital & social media

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