social media case study: coco cola fifa activity

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

Twitter

72 Mntotal impressions for #WorldsCup in

India

17 Million

Facebook

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

Twitter

50 Mntotal impressions for FIFA brand activity in India

1.9 Millionstories created in India

21 Millionunique users reached in India

Facebook

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.

E

E

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E

E

E

EE

EE

C

C

C

C

C

C

O

O

O

O

O

O

Live-wire Room

O

E

S

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

E

E

E

E

E

E

C

C

C

C

C

C

O

O

O

O

O

O

O

E

S

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