Coca-Cola Contour Digital Campaign – Case Study

Summary

Coca-Cola, celebrating its 100th birthday, leveraged social media to amplify happiness. They used custom software to identify happiness creators in South Africa, then surprised them with personalized Coke messages, gifts, and music. This targeted campaign reached over 22 million, increased engagement by 70%, and exponentially boosted social media exposure to happiness.

Takeaways

• 🧪 The science behind happiness suggests that creating happiness for others increases happiness for both parties involved.
• 🔗 This happiness can trigger a reciprocal response, leading to a chain reaction of happiness among a network of people.
• 🎉 Coca-Cola, as a brand dedicated to happiness, applied this science to social media for their 100th birthday.
• 🔎 They used custom-built listening software to analyze what was making South Africans happy online.
• 🏆 They identified 'Happy Makers' online and aimed to encourage them to create more happiness.
• 🎁 The brand surprised these 'Happy Makers' with personalized Coke messages, images, gifts, and custom happy birthday music videos.
• 📊 The campaign targeted influencers who met specific quantitative and qualitative criteria to maximize exposure.
• 📈 The campaign had a social reach of over 22 million and a retreat rate of over 70%, significantly expanding the brand's fan base.
• 📊 The average person's exposure to happiness on social media was increased through this campaign.
• 🌟 The campaign's success demonstrates the exponential effects of creating and sharing happiness online.

Q & A

What is the core concept behind the science of happiness mentioned in the script?

The core concept is that creating happiness for someone else results in an increase of happiness for both the giver and receiver, triggering a reciprocal response that can lead to a chain reaction of happiness.

How did Coca-Cola apply this happiness science to social media?

Coca-Cola applied the science of happiness to social media by identifying and surprising 'Happy Makers' with personalized content, aiming to encourage them to create more happiness online.

What was the goal of Coca-Cola's campaign for their 100th birthday?

The goal was to make the world a happier place by finding and encouraging people who were already creating happiness online to do more of it.

What method did Coca-Cola use to analyze what makes South Africans happy?

Coca-Cola used custom-built listening software to analyze social media content and categorize it to understand what was making South Africans happy.

What kind of content did Coca-Cola create to surprise the 'Happy Makers'?

Coca-Cola created bespoke Coke messages, images, gifts, and custom happy birthday music videos designed to be rapidly personalized.

How did Coca-Cola ensure maximum exposure for their campaign?

They targeted influencers who met both quantitative and qualitative criteria to maximize the campaign's reach.

What were the results of Coca-Cola's campaign in terms of social reach?

The campaign achieved a social reach of over 22 million.

What was the retention rate of the campaign?

The campaign had a retention rate of over 70%.

How did the campaign impact Coca-Cola's fan base?

The campaign exponentially increased Coca-Cola's fan base.

What was the average increase in social media exposure to happiness as a result of the campaign?

The average person's exposure to happiness on social media increased as a result of the campaign.

What was the duration of Coca-Cola's happiness campaign?

The campaign lasted for three months.