Запуск Coca-Cola Vanilla в Digital

Главное о кейсе

Task: To engage teens with Coca-Cola Vanilla brand by Instagram.

1. IG engagement:
First Instagram posts for Moscow Party with influencers were not promoted:
- ER raised from 0,73 to 1,2
- Average interactions with post raised from 700 to 1 160

2. Vanilla parties registrations:
17 527 total registrations for 3 events in Moscow, SPb and Sochi.
- WITHOUT PROMO: in 7 minutes tickets in Moscow run out 1 000 registrations

3. UGC in Instagram:
- 4 113 IG UGC only with account mentions (impossible to track and count all of them)

Бизнес-задача и ее решение

Challenge: Make Coca-Cola Vanilla an official drink of summer’19 among teens.

Task: To engage teens with Coca-Cola Vanilla brand by Instagram.
Insight: Self-expression — strong motivation for teens, that is why they are so engaged with creative influencers, who can express themselves through their content in Instagram.

Solution: Coca-Cola Vanilla gives popular influencers the opportunity to express themselves by co-creation in Coca-Cola’s Instagram.

Communication: “Open your Coca-Cola Vanilla” — express your creativity making everything around your “vanillic”.

Прочая информация о кейсе

The challenge of the campaign was to make Coca-Cola Vanilla an official drink of summer’19 among teens. We used Coca-Cola Instagram as the main channel for communication to activate teens and invite them to Vanilla Parties. As teens are highly engaged with creative influencers, we managed to create outstanding content with popular influencers in the Coca-Cola Instagram. Сreative idea was to make everything “vanillic”. That’s why we have found relevant brutal influencers (like musicians Boulevard Depo, Face, Poshlaya Molly) to make with them by contrast “trendy vanillic collaborations”. Such unexpected creatives in Instagram attracted teens’s attention and inspired them to visit parties. We have also created videos just during Vanilla parties, which became the 2nd part of Vanilla campaign content in Instagram.

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