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可口可乐粉丝壮举
案例简介：概要 可口可乐一直是几代年轻人的标杆品牌，随着软饮料市场的下滑，随着消费者逐渐远离糖，它需要重新夺回自己在12至24岁巴西年轻人生活中的地位。面对将这些年轻人吸引到这一类别并增加每个消费者购买量的挑战，可口可乐选择音乐来与这一人群交谈，因为音乐是他们的激情点之一。通过将9个巴西最大的热门制造商聚集在一起，我们专注于他们的粉丝，使用移动环境 (其中81% 人在这里度过了自己的时光) 来重新连接品牌和目标。 战略 创建音乐活动的前提之一是，青少年可以一方面用可乐度过夏天，另一方面用手机度过夏天。因此，粉丝壮举的优势在于它完全参与了粉丝的生活。敬业，他们与可口可乐提供的所有面孔进行了互动: 投票，Snapchat过滤器，手专辑和Facebook上的独家歌词视频。此外，通过发起一场由粉丝推动的运动，可口可乐设法鼓励巴西的顶级艺术家真正参与其中。除了赞助合同之外，每个参与者的受欢迎程度和招募能力在这里发挥了作用，因为他们依靠歌迷的投票来参加最近最大的音乐活动之一。 结果 -14.1% 更多的可乐罐销售与PY-打破记录的青少年参与可口可乐的促销活动-300万票-Facebook手相册影响了130万多个移动用户-Snapchat过滤器: 760万用途; 230万唯一用户; 174万股 (2.38% 率，高于2% 全球平均水平); 平均使用时间32.2秒 (全球20秒以上)-超过300万条消费者创建的关于活动的内容-超过600万次访问活动网站-18.3毫米雷亚尔赢得了媒体-Facebook上与Pabllo的现场演唱会打破了可口可乐巴西和Facebook巴西的记录消费品记录 (600K视图) 执行 我们从一开始就知道，粉丝壮举应该出现在在线世界中，在那里，粉丝通常会与他们的偶像互动。我们从艺术家的社交网络开始，发布独家信息，例如内容以吸引粉丝。在为期3个月的投票期间，艺术家主要使用Instagram故事来分享有关该活动及其参与的独家内容，从而导致他们自发地要求投票并保持其粉丝群参与该活动。另一方面，我们在几个平台上工作，以确保目标在使用移动设备时不断与广告系列互动:-Snapchat过滤器 (增强现实，将用户的脸放在罐上); -Spotify上的主题播放列表;-Shazam上的媒体;-独家Facebook手机手专辑 (具有独家内容，例如歌词视频，后台图片，访谈和音乐视频剪辑)。 运动描述 为了提高可口可乐的销量并使该品牌更接近年轻人群，我们创建了可口可乐FanFeat: 一场针对巴西前9名热门歌手的粉丝的比赛，其中得票最多的3位艺术家将录制单曲，拍摄音乐视频，并一起参加音乐会。我们以包容、多元化、极受欢迎的艺人评选方式，邀请乐迷们通过投票的方式，展示他们对偶像的力量和无条件的热爱，他们可以用手机相机拍下包裹的照片。捕获和发送的每张图像都是将他们的偶像放在可口可乐年度壮举中的机会。
可口可乐粉丝壮举
案例简介：Synopsis Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market, as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters. Faced with the challenge to draw these young people to the category and increase each consumer’s purchases, Coca-Cola chose music to speak to this demographic, since music is one of their passion points. By bringing together 9 of Brazil’s biggest hitmakers, we focused on their fandoms to reconnect brand and target, using the mobile environment (where 81% of them spend their days). Strategy One of the premises when creating a music campaign was that teens could spend the summer with Coke on one hand and their mobile phone on the other. So, the FanFeat’s strength was that it managed to be completely involved in the life of fans. Dedicated, they interacted with the campaign across all faces Coca-Cola made available: voting, Snapchat filter, hand album, and exclusive lyric videos on Facebook. Additionally, by creating a campaign driven by fans, Coca-Cola managed to encourage Brazil’s top artists to really engage in it. More than a sponsorship contract, each participant’s popularity and recruitment power came into play here, as they relied on their fans’ votes to get a spot in one of the biggest music campaigns in recent times. Outcome - 14.1% more Coke cans sold vs PY - Record-breaking teen engagement in Coca-Cola’s promotions - 3 million votes - Facebook Hand Album impacted more than 1.3 million mobile users - Snapchat Filter: 7.6 million uses; 2.3 million unique users; 174K shares (2.38% rate, above the 2% global average); Average usage time 32.2 sec (above the 20-sec global) - More than 300K pieces of content created by consumers about the campaign - More than 6 million visits to the campaign website - R$18.3MM Earned Media - The live concert with Pabllo on Facebook broke Coca-Cola Brasil’s records and Facebook Brasil’s record in consumer goods (600K views) Execution We knew from the outset the FanFeat should be present in the online universe, where fandoms usually interact with their idols. We started by the artists’ social networks, releasing exclusive information such as content to engage fans. Throughout the 3-month voting period, the artists used mainly Instagram Stories to share exclusive content about the campaign and their participation, leading them to spontaneously ask for votes and keep their fan bases engaged in the campaign. On the other side, we worked on several platforms to make sure the target was constantly interacting with the campaign while they were using their mobile devices: - Snapchat Filter (augmented reality that put the user’s face on the can); - Themed Playlists on Spotify; - Media on Shazam; - Exclusive Facebook Mobile Hand Album (featuring exclusive content, such as lyric videos, backstage pictures, interviews, and music video clips). CampaignDescription To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together. With an inclusive, diversified, and extremely popular selection of artists, we invited music fans to show their power and unconditional love for their idols by voting, which they could do using their mobile phone cameras to take a picture of the packages. Each image captured and sent was a chance to put their idol on Coca-Cola’s feat of the year.
Coca Cola Fan Feat
案例简介：概要 可口可乐一直是几代年轻人的标杆品牌，随着软饮料市场的下滑，随着消费者逐渐远离糖，它需要重新夺回自己在12至24岁巴西年轻人生活中的地位。面对将这些年轻人吸引到这一类别并增加每个消费者购买量的挑战，可口可乐选择音乐来与这一人群交谈，因为音乐是他们的激情点之一。通过将9个巴西最大的热门制造商聚集在一起，我们专注于他们的粉丝，使用移动环境 (其中81% 人在这里度过了自己的时光) 来重新连接品牌和目标。 战略 创建音乐活动的前提之一是，青少年可以一方面用可乐度过夏天，另一方面用手机度过夏天。因此，粉丝壮举的优势在于它完全参与了粉丝的生活。敬业，他们与可口可乐提供的所有面孔进行了互动: 投票，Snapchat过滤器，手专辑和Facebook上的独家歌词视频。此外，通过发起一场由粉丝推动的运动，可口可乐设法鼓励巴西的顶级艺术家真正参与其中。除了赞助合同之外，每个参与者的受欢迎程度和招募能力在这里发挥了作用，因为他们依靠歌迷的投票来参加最近最大的音乐活动之一。 结果 -14.1% 更多的可乐罐销售与PY-打破记录的青少年参与可口可乐的促销活动-300万票-Facebook手相册影响了130万多个移动用户-Snapchat过滤器: 760万用途; 230万唯一用户; 174万股 (2.38% 率，高于2% 全球平均水平); 平均使用时间32.2秒 (全球20秒以上)-超过300万条消费者创建的关于活动的内容-超过600万次访问活动网站-18.3毫米雷亚尔赢得了媒体-Facebook上与Pabllo的现场演唱会打破了可口可乐巴西和Facebook巴西的记录消费品记录 (600K视图) 执行 我们从一开始就知道，粉丝壮举应该出现在在线世界中，在那里，粉丝通常会与他们的偶像互动。我们从艺术家的社交网络开始，发布独家信息，例如内容以吸引粉丝。在为期3个月的投票期间，艺术家主要使用Instagram故事来分享有关该活动及其参与的独家内容，从而导致他们自发地要求投票并保持其粉丝群参与该活动。另一方面，我们在几个平台上工作，以确保目标在使用移动设备时不断与广告系列互动:-Snapchat过滤器 (增强现实，将用户的脸放在罐上); -Spotify上的主题播放列表;-Shazam上的媒体;-独家Facebook手机手专辑 (具有独家内容，例如歌词视频，后台图片，访谈和音乐视频剪辑)。 运动描述 为了提高可口可乐的销量并使该品牌更接近年轻人群，我们创建了可口可乐FanFeat: 一场针对巴西前9名热门歌手的粉丝的比赛，其中得票最多的3位艺术家将录制单曲，拍摄音乐视频，并一起参加音乐会。我们以包容、多元化、极受欢迎的艺人评选方式，邀请乐迷们通过投票的方式，展示他们对偶像的力量和无条件的热爱，他们可以用手机相机拍下包裹的照片。捕获和发送的每张图像都是将他们的偶像放在可口可乐年度壮举中的机会。
Coca Cola Fan Feat
案例简介：Synopsis Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market, as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters. Faced with the challenge to draw these young people to the category and increase each consumer’s purchases, Coca-Cola chose music to speak to this demographic, since music is one of their passion points. By bringing together 9 of Brazil’s biggest hitmakers, we focused on their fandoms to reconnect brand and target, using the mobile environment (where 81% of them spend their days). Strategy One of the premises when creating a music campaign was that teens could spend the summer with Coke on one hand and their mobile phone on the other. So, the FanFeat’s strength was that it managed to be completely involved in the life of fans. Dedicated, they interacted with the campaign across all faces Coca-Cola made available: voting, Snapchat filter, hand album, and exclusive lyric videos on Facebook. Additionally, by creating a campaign driven by fans, Coca-Cola managed to encourage Brazil’s top artists to really engage in it. More than a sponsorship contract, each participant’s popularity and recruitment power came into play here, as they relied on their fans’ votes to get a spot in one of the biggest music campaigns in recent times. Outcome - 14.1% more Coke cans sold vs PY - Record-breaking teen engagement in Coca-Cola’s promotions - 3 million votes - Facebook Hand Album impacted more than 1.3 million mobile users - Snapchat Filter: 7.6 million uses; 2.3 million unique users; 174K shares (2.38% rate, above the 2% global average); Average usage time 32.2 sec (above the 20-sec global) - More than 300K pieces of content created by consumers about the campaign - More than 6 million visits to the campaign website - R$18.3MM Earned Media - The live concert with Pabllo on Facebook broke Coca-Cola Brasil’s records and Facebook Brasil’s record in consumer goods (600K views) Execution We knew from the outset the FanFeat should be present in the online universe, where fandoms usually interact with their idols. We started by the artists’ social networks, releasing exclusive information such as content to engage fans. Throughout the 3-month voting period, the artists used mainly Instagram Stories to share exclusive content about the campaign and their participation, leading them to spontaneously ask for votes and keep their fan bases engaged in the campaign. On the other side, we worked on several platforms to make sure the target was constantly interacting with the campaign while they were using their mobile devices: - Snapchat Filter (augmented reality that put the user’s face on the can); - Themed Playlists on Spotify; - Media on Shazam; - Exclusive Facebook Mobile Hand Album (featuring exclusive content, such as lyric videos, backstage pictures, interviews, and music video clips). CampaignDescription To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together. With an inclusive, diversified, and extremely popular selection of artists, we invited music fans to show their power and unconditional love for their idols by voting, which they could do using their mobile phone cameras to take a picture of the packages. Each image captured and sent was a chance to put their idol on Coca-Cola’s feat of the year.
可口可乐粉丝壮举
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Coca Cola Fan Feat
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