Coke Data Driven Content, is about how creating occasion based content fuelled by trends and social listening insights helped Coca-Cola to improve brand attributes linked to important category consumption occasions and dominate online share of voice in the category.
In a category where it’s all about developing saliency and daily share of mind, it is important for Coca-Cola to be there day by day, increase its share of voice among the competition and cut through all the competing content not just from brands but also friends and popular culture.
However, while Coca-Cola was no1 in brand love for teens across all brands in Vietnam, it was not getting the best engagement on social media. It’s content was not cutting through and Coca-Cola was not winning the daily share of voice battle.
Coca-Cola social content before 2015 was using a megaphone approach blasting the brand message without really trying to understand the way its audience engages with content on social and utilize relevant trends.
To understand what teens were engaging with better we started an expanded listening process and set up alerts for content that was trending beyond 20.000 mentions per day. Each day we analyzed the trends and utilized the most relevant and simple ones to create our own Coke content that resonated with our audience while linking to a specific consumption occasion for Coke like Break & Food.
Content that utilised trends like Video quizzes, colouring and photo filtering trends to name a few, smashed all previous engagement records for the brand and topped engagement content across all food and beverage brands in Vietnam as measured by social bakers.
Coca-Cola managed to increase overall content engagement rate from 3% in 2014 to 6.5% in 2015 while dominating category share of voice with 70% share from 50% the previous year. (Engagement rate measured is purely likes/shares/comments by reach and does not include video views and clicks which naturally increase engagement percentages).
More importantly teens were now finding Coca-Cola more relevant than ever, reflected in the increase of the two important brand attributes of Relevance (For someone like me): 66%(+8pts) and Occasion: Is the drink for my break: 68% (+7pts).