How Coca-Cola Built Its Liquid, Linked Social Campaign for Olympics 2016Tripti ShrivastavaBlogger ExtraordinaireSimply Measured
Coca-Cola is the longest continuous sponsor of the Olympics, going back almost 88 years. The company first sponsored the 1928 Olympic Games in Amsterdam, and has supported every Olympics game since.
The brand has come a long way since, as has advertising, from radio and print in the 1920s to digital media today. In the last four years, since London 2012, social media platforms like Facebook, Twitter, Snapchat, and Instagram have also seen exponential growth, making this year’s Games truly the “most social games ever.”
Back in 2013, explaining what she learned from the London Olympics, Coca-Cola’s Christy Amador, a senior communications manager, said that the brand likes content ideas to be liquid (flexible) and linked (linked together, regardless of the channels used).
The Social Marketer’s Content Optimization Cheat Sheet
Coca-Cola’s campaign for this year’s Olympics has both these qualities, hitting on emotional, inspirational, and aspirational sweet spots for consumers. The campaign uses footage of more than 70 athletes from all over the world, across a wide variety of sports. Short snippets of the ad are being used for the brand’s digital media platforms.
On Twitter alone, in the first week since the Games began, the brand has reached over 31 million consumers, with over 105 million potential impressions. Here is how Coca-Cola is deploying its liquid, linked campaign on Facebook, Twitter, and Instagram.
Being Human and NOT Selling the Drink – Both pieces of creative from Coca-Cola for this year’s Olympics–the hashtag #thatsgold and the ad tagline “Together is Beautiful”–promote optimism and inclusion. These values are core to Coca-Cola. They do not ask consumers to buy a drink at any point, but instead put celebration, achievement, and togetherness on display, irrespective of religion and race.
This resonates with consumers, as well. The #thatsgold hashtag garnered close to 4,000 mentions on Twitter alone in the first week of the Games, with many consumers tagging important moments of their lives with #thatsgold.
2. Creating Timely Content to Capture Euphoria – Coca-Cola has a strong understanding of its consumers. They know that people don’t just want to be spectators; people want to be able to engage. That’s why Coca-Cola has been publishing content in almost real time to commemorate what is happening at the Games. This facilitates a connection between the brand and its consumers in the very moment of excitement and happiness. Coca-Cola’s posts do not just congratulate athletes and teams–they create content that drives engagement around the event, as well.
Consistent Messaging – Coca-Cola did not just come up with the hashtag #thatsgold–they backed it up with a visually stunning physical activation, which includes Coca-Cola in commemorative gold aluminum bottles (sold in limited edition) and the golden logo with the Olympics rings across their social media channels to tie the message together.
Creating Diverse Collateral for a Wider Audience – Coca-Cola has been creating various content–GIFs, videos, surveys, photos, and creative illustrations–in order to make sure their messaging is relevant and tailored to the audience they are targeting. Videos from the brand have generated the most engagement of any content type, driving over 58% of engagement across all channels.
How This Strategy Is Working for Coca-Cola on Social Networks
While the brand has been posting most on Twitter and has consistently been able to engage with its audience, Instagram is the platform where Coca-Cola’s audience has been engaging most per post, followed by Facebook*.
What Type of Content is Working
As mentioned above, Instagram is the most engaging platform for Coca-Cola. The brand’s consumers engage most with posts that include photos and videos. A majority of Coca-Cola’s content on Twitter has been plain Tweets, but few Tweets that the brand released with photos generated much engagement. On Facebook and Instagram, video content was most engaging.
The Most Engaging Content
Coca-Cola’s top two most engaging pieces of content are both on Instagram and are both related to the brand’s Olympic campaign #thatsgold.
Coca-Cola activated #thatsgold in July and re-aired the ad “Together Is Beautiful” during NBC’s televised coverage of the Opening Ceremonies of the Rio Olympics. In the week before the Olympics, Coca-Cola’s messaging was already resonating with consumers online, driving high engagement on social media (daily engagement was up 37.6% in the week before the Games). In the first week after the Games began, Coca-Cola has seen an uptick in audience engagement per post across Facebook, Instagram, and Twitter.
Coca-Cola is doing a great job connecting with and growing its audience on social media. In our earlier post about Coca-Cola’s social media strategy, we learned the primary tactics that the brand uses to connect with its audience.
Coca-Cola’s Olympics campaign applies most of those tactics and has gotten even more creative to remain relevant to its current audience of over 17.3 million on Facebook (US), Twitter, and Instagram, making it one of the most valuable brands in the world.
My 3 Biggest Takeaways From #MPB2B 2015Danie ZaikaBlogger ExtraordinaireSimply Measured
Last week I spent three days in Boston (my old stomping grounds) to attend the MarketingProfs B2B Marketing Forum. I’ve been wanting to attend this conference for a few years now, so I was pretty excited that I could finally make it. An entire three-day conference dedicated solely to B2B marketing? Sold. Forget B2C —… Continue Reading
Social Media IRL: Facebook Starts Attributing Unattributable RevenueKevin ShivelyBlogger ExtraordinaireSimply Measured
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This quote, from John Wanamaker in the early 1900s, is such a staple in marketing and advertising that I cringed as I decided to lead this post with it, but I’m stubborn, so I did it anyway. Wanamaker died in 1922,… Continue Reading
Did the RNC or DNC Receive Greater Engagement on Facebook and Twitter?Tripti ShrivastavaBlogger ExtraordinaireSimply Measured
The Democratic National Convention ended last week, making history as Hillary Clinton became the first woman to accept a major party’s nomination to run for the President of the United States. Thank you. pic.twitter.com/zTgGmMfHQg — Hillary Clinton (@HillaryClinton) July 29, 2016 The Republican National Convention, the previous week, was slightly different, with a highly unusual… Continue Reading
How Is Instagram Becoming More Usable for Your Brand and Your Audience?Lucy HitzBlogger ExtraordinaireSimply Measured
Instagram has released many features in the past year, all of which are primarily designed to increase usability for both brands and typical users. The easier navigation is, the safer engagement feels, and the more enticing brand discovery is on a social platform, the more likely it is that the average user will engage with your brand’s content there. Here are the key… Continue Reading