social media case study: coco cola fifa activity
TRANSCRIPT
Coca-Cola FIFA ActivityDecember 2013 – July 2014
Campaign Hashtags: #WorldsCup - #OpenHappiness - #HappinessFlag - #FootballwithCoke - #SemiswithCoke - #FinalswithCoke
FIFA World Cup: Largest Sporting Event Ever on TwitterGermany might have won the WorldCup, but it was the Social Platforms that were the real winners of the FIFAWorldCup 2014.
https://www.youtube.com/watch?v=DFe_065RqUA#t=21
Twitter Heat MapTweets during the tournament Top 5 most tweeted matches
Top 5 moments for biggest Twitter peaks Most Mentioned Player
*Source: Twitter Insights
Twitter released a video capturing the best
moments and mentions during the Cup
FIFA World Cup on Facebook: Generated the highest level of conversation for any tournament in history
Post 2010 WorldCup, Facebook reached a landmark- it grew to 1B registered users and Twitter reached a 100M users. In the year 2014,
FB is at 1.3B users and Twitter is now up to 251M users.
India was one of the top 5 countries from where unique
users joined the conversation about WorldCup
Source: CNN.com
*Source: Facebook News
Coca-Cola India’s FIFA Journey 2013 – ‘14
The FIFA story for Coca-Cola India began with the search of the wonder boy for the Trophy Tour in December, 2013.
On 2nd April, 2014, India began to seed conversations about the launch of the #WorldsCup and played a significant role in creating the buzz.
Soon after, we opened happiness for thousand of Indian’s by inviting them to submit their pictures for the Happiness Flag.
With the opening ceremony of the FIFA World Cup, began a 30-day marathon –starting with the launch the ‘Live-wire’ room to seed positive conversations, tweet and post football-related content to directly engage football-fanatics in India.
15 MnImpressions
4,000Conversations
450Unique Users
The Wonder Boy’s first flight & our 1st FIFA-related Trending
*3-day Activity in Kolkata (India). Platforms: Twitter, Facebook, Instagram and Advocate program
December 2013
Trended on Twitter for 6 hours!
CLICK TO WATCH MY STORY
2nd April: Launching #WorldsCup
*1-day Activity. Influencer Strategy: Social Advocates + Owned Ambassadors + Paid Celebs
177 Mntotal impressions for #WorldsCup in India
14,000conversations in India
7,000unique user directly engage in India
72 Mntotal impressions for #WorldsCup in
India
17 Million
unique user reached in India
Global Report (KO)
India’s LANDMARK INFLUENCER STRATEGY
India – a Top Market amongst 85 countries for impressions delivered & unique fan expressions on 2nd April
Trended on Twitter for 8 hours!
Happiness Flag: 2nd Highest Photo Uploads from India
13,182
*12-day Activity. Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program
Photo Uploads
8 MnImpressions
6,000Conversation
5,300Unique Users
May 2014
33-day Coca-Cola India #WorldsCup Festival Begins11th June – 15th July 2014
6.2 Billiontotal impressions for FIFA brand activity in India
264,000conversations in India
93,000unique users directly engage in India
*33-day Activity: 11th June – 14th July
50 Mntotal impressions for FIFA brand activity in India
1.9 Millionstories created in India
21 Millionunique users reached in India
For a country that does not play football, delivered ..
Trended on Twitter for nearly 80 hours!
283 Mntotal impressions for FIFA brand activity in India
65,000conversations in India
13,000unique users directly engage in India
Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program
Coca-Cola
2 Billiontotal impressions for FIFA brand activity in India
33,000 8,000
Open Happiness
conversations in India unique users directly engage in India
Brand Conversations
Trended on Twitter for 3 hours!
Facebook: 40K Impressions | 31 K Unique users | 1.7 K Stories created
Facebook: 9 Mn Impressions | 3.2 Mn Unique users | 13 K Stories created
3.1 Billion54,000 Conversation
70 Mn
Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program
#WorldsCup
530 Mn
225 Mn
#FootballwithCoke
#SemiswithCoke #FinalswithCoke
total impressions in India total impressions in India
total impressions in Indiatotal impressions in India
Campaign Hashtag Conversations
28,000 Unique users 42,000 Conversation 7,000 Unique users
31,000 Conversation 19,000 Unique users 39,000 Conversation 18,000 Unique users
Trended on Twitter for 6 hours! Trended on Twitter for 30 hours!
Trended on Twitter for 7 hours! Trended on Twitter for 34 hours!
Facebook: 2 Mn Impressions | 0.4 Mn Unique users | 5 K Stories created Facebook: 41 Mn Impressions | 25 Mn Unique users | 0.3 M Stories created
Facebook: 4 Mn Impressions | 3 Mn Unique users | 145 K Stories created Facebook: 7 Mn Impressions | 6 Mn Unique users | 2 K Stories created
The StrategyIdentifying the right platform and changing the paradigm
The tried-and-tested way-of-execution(in the order of priority)
Medium Role of Media Content
Television Awareness TVC
Radio / OOH / Print
Awareness / reminder Jingle
Activation On-ground buzz / geo-specific Idea for on-ground
Digital Segmented targeting to TG connected to Internet
Banner / Image / Video
Social Engaging audience Conversation / Vines / Videos / Memes
The tried-and-tested way-of-execution
Television
(Awareness)
Activation
Social
Radio / OOH / Print
Digital
Social
Live-wire Room
Activation
Radio / OOH / Print
Television
Digital
Going beyond the obvious: changed the paradigm to Real Time Marketing
Going beyond the obvious: Based on learnings, changed the paradigm to …
Medium Role of Media Content
Social Engaging audience through Twitter (primary) / Facebook
Conversation / Vines / Videos / Memes
Digital Segmented targeting to TG connected to Internet
Banner / Image / Video
Activation On-ground buzz / geo-specific Idea for on-gound
Television Awareness TVC
Radio / OOH / Print
Awareness / reminder Jingle
How did we do this?Part 1: A 3-tiered Influencer / Advocate program with 250 Twitter tribes
The 3-tiered advocate program was an effort devised to ensure a 3-layer virality for the content / message we created. To do so, 250 social users were aligned in a way to ensure significant buzz was created on most social platforms. Special attention was paid to selecting these 250 ‘heads-of-tribes’ to ensure minimal overlap between their networks.
The program consisted of:
What was the 3-tiered program?
1. The Samvaad Live-wire room at its core to seed positive stories through brand conversations
2. Content curation team to produce relevant-real-time content for the advocates
3. The Editorial team: 5 users with over 20,000 followers (to seed conversations)
4. The Influencer team: 50 users with over 2,500 followers (to propagate the content)
5. The Advocates: 200 users with upto 2,499 followers (to build virality)
Samvaad
Live-wire Room
Samvaad Live-wire room: A team of Football fanatics, Content creators,
Situational design specialists, Conversationalists, Data Analysts and a Surprise Manager!
The Editorial Team – a set of five heads of football-related
‘tribes’ on Twitter with the prime objective of seeding content. They were divided to represent 5-most followed countries in India
Live-wire Room
Live-wire Room
The Influencer Team – a team of 50 with the objective of propagating
messages with brand keywords / hashtags. They were connected with the Editorial team in groups of 10.
And finally, The Advocates – a team of 200 brand advocates
and football lovers. While they had smaller following (upto 2,499 followers), they were chosen based on their ‘active’ levels.
They proved pivotal in building virality, and helping our brand keywords / hashtags become one of the most discussed on Twitter during the FIFA World Cup.
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Live-wire Room
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C Celebrities
Owned Assets
Employees
Stakeholders & Support team
I Influencers
Content
created
for:
Content
seeded with
conversations
#tag propagation
and Twitter
conversationalists
200 Advocates
join
conversations
and share the
World Cup
excitement in
their networks
3-tiered Advocacy Program in Action
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C Celebrities
Owned Assets
Employees
Stakeholders & Support team
I Influencers
Live-wire Room
The Strategy: 3-Layered Advocacy Program
The Coca-Cola Live-wire room Structure
Live-wire Room
Twitter helped build Conversation Intensity & Velocity around brand-related keywords / hashtags
Tweets-per-hourthroughout the campaign
for Coca-Cola brand and
campaign hashtags in
India
6
Integrating mediums with Social at its Centre
COCA-COLA
Vine Videos
Celebrities
Advocates
Football Grounds
Contests
Television
On-ground Activations
Home Surprises
Conversations
Paid promotion on Social
Content Creation
Adapted Global Content
Twitter Trends
How did we do this?Part 2: Content Strategy: A series of content on Football-related fashion and hair-do, Wives-and-Girlfriends, Player & Country stats, Match highlights, Memes and Vine-videos were created by the in-house editorial team and shared with advocates
Adopted & Adapted Global Content
BRAND TWEETS
BRAND CONVERSATIONS
CONSUMERS SHARING HAPPINESS
MEMES
Vine Videos
How did we do this?Part 3: Leveraging brand ambassadors and building Football-based quizzes on profiles of influencers and a influencers
CELEBRITIES
CELEBRITIES
CONTEST BY PULKIT SAMRAT
Contest by influencers
How did we do this?Part 4: An integrated approach with well-knitted TV, Radio, Print and On-ground strategy
MEDIA PARTNERS
CNN IBN, one of the leading English news channels, is respected amongst influencers and opinion leaders and has a substantial following. Apart from standard programming deliverables, we have worked towards successfully leveraging this base
• Associate sponsorship of FIFA 2014 programming • #Worldscup as official hashtag for all FIFA related news• Integrated anchor mentions promoting #Worldscup• Coca Cola tweet wall twice a day featuring tweets with #worldscup• #Worldscup promotion in editorial tickers on the channel
Partnered with Headlines Today, another english news channel to amplify #OpenHappiness via the unconventional norms to drive maximum traction
• Associate sponsorship of FIFA 2014 programming • #OpenHappiness as official hashtag for all FIFA related news• Branded Coca Cola Tweet Wall• Happiness flag vignette• Driving conversations with #OpenHappiness via astons, promo tags
and bugs• Happiness Moments vignettes• Integrate #OpenHappiness with a contest as the qualifier• Tweets and retweets from influencers /editors
Associate sponsorship of FIFA Live Telecast on Sony Aath in West BengalBengali commentary breaking the language barrier and ensuring deeper penetration across the stateAdditional leverage via promos and tags
Ride on the FIFA fever in West Bengal through branded content in “Sangbad Pratidin”, a renowned Bengali newspaperIntegrations across the daily including front page strips, sports page branding and slugs on match coverage
1500+ spots across male skewed content on national channels 1000+ spots in Kerala and West Bengal
Activating FIFA TVC on National TV
channels, in West Bengal and Kerala
• 35 mn people across India via TV
campaign (Coke FIFA commercial)
• 3.2 mn people via TV Integrations (FIFA
programming sponsorship and integrations
- Headlines Today and CNN IBN,
#worldscup on CNN IBN and
#OpenHappiness on Headlines Today)
• 1.9 mn people reached via print (Sangbad
Pratidin and AajKaal) in WB
• 2.2 mn people reached via radio
(Headlines Today promotion on Oye FM
with Coca Cola mention in Del, Kolkata,
Mumbai + radio campaign in Kerala)
All TV data is till 5th july. Will increase once
we have data till 14th July.
TG, Source – TV (CS 4+, TAM) and Print/Radio
(12+ All, IRS 2012 Q4)
Results (till 5th July)
How did we do this?Part 5: Happiness strikes football grounds, homes and conversations
Happiness strikes homesCoca-Cola surprised Football fanatics throwing house-parties in 15 cities including; Bangalore, Chennai, Delhi, Ghaziabad,
Chandigarh, Mumbai and Pune
CHENNAI
BANGALORE
KOLKATA
GHAZIABAD
CHANDIGARH
MUMBAI
MOHALI
AJMER
PANCHKULA
JAIPUR
PUNE
Happiness strikes football groundsCoca-Cola hits the field to #OpenHappiness for all the young and passionate footballers across the country
Stories created through conversationsCoca-Cola strikes warm, positive conversations with fans which lead to millions of #OpenHappiness stories.
How did we do this?Part 6: Multi-city brand acts and employee engagement
West Bengal Franchise
• Brand and Region have planned an activation around screening live matches by creating two Fan Parks in Kolkata which will start from QF onwards (4’th July). These are being witnessed by thousands of fans everyday.
• Awareness for the activity will be driven by Radio, street banners and canters along with print.
• Strong QPDS plan led by region with trade to drive 100% + growth in activation months in Dhankuni
• Scratch card based transaction led by region in Dhankuniarea to excite power towns & drive volumes
• Para screenings to also take place in select Paras in Dhankuniand Taratala area
CBO - Bangalore, Kerela, Guwahati, Bhuvaneshwar & Goa
Region led on ground activation
• Canter acts in key locations touching more than 10K teens
• Mall activations to drive consumer engagement and participation
• College activations to drive sampling and brand connect with Teens across more than 100 colleges
• Strong sampling drive along with all activations to drive incidence, more than 30K teens sampled
Transaction legs
• Trade QPDS legs to drive brand Coke Volumes
• Bangalore running an exclusive FC Bangalore meet and greet contest
• SFI in all areas around FIFA merchandize and Kits
NKA Acts• Tesco is executing a national promo with Coke
across all Star Bazaars• Metro Cash & Carry is executing a national FIFA
promotion on Coca-Cola through our football merchandize
• Airport vending machines under HCCB running a transaction act for consumers where each time they buy a Can/Pet 400 ml they get a cheer band free
Employee Engagement• Daily Predict the winners contest to drive
excitement amongst all employees around FIFA• Opportunity to win FIFA Kits in bottling teams
linked to driving Coke volumes
National Key Accounts & Employee Engagement
Expressions: Football fans … Coca-Cola lovers
Happiness Strikes Everyone
Activating FIFA TVC on National TV
channels, in West Bengal and Kerala
Internal Mailer
Television Print Celebrities Social
LIVE-WIREROOM
Real-time content creation
Memes, Images, Vines
Brand conversations
3-layered advocate program
Contests
Football grounds Surprise @Home