Запуск Coca-Cola Vanilla в Digital

Главное о кейсе

Results:

1. IG engagement:
First IG 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.
First Vanilla Party in Moscow wasn’t supported by promo:
- WITHOUT PROMO: in 7 minutes the tickets run out in Moscow: 1 000 registrations
- 5 000 registrations per 1st day in Moscow
- queue to the party outside: 355 meters in Moscow

3. UGC:
- 4 113 IG UGC only with account mentions (impossible to track and count all of them)
- 1 055 make ups done with beauty influencer
- 924 customized T-shirts made by teens with fashion influencer

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.

Insight: Self-expression — strong motivation for teens, that is why they are so engaged with creative influencers, who can express themselves through the content.

Solution: Vanilla inspires teens and gives them opportunity to express their creative personality with influencers in Instagram.

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

Прочая информация о кейсе

The aim of the campaign was to engage teens with new Coca-Cola Vanilla. To do this we developed the consistent campaign with creative IG influencers.

The idea was to activate teens by bloggers for co-creation, making everything “vanillic” this summer. The campaign was divided in 3 parts:

1. Influencers in Coca-Cola Instagram
We used teen tribes (make up diva, fashion addicted, music lover) to choose relevant brutal influencers (like musicians Boulevard Depo, Face, Poshlaya Molly) to make with them by contrast “trendy vanillic collaborations”. Such unexpected creatives announced Vanilla Parties with these influencers.

2. Vanilla Parties
3 parties were held in Moscow, St. Petersburg and Sochi. While music influencers were giving concerts, other influencers had their art-corners, where they co-created with teens: doing make-ups, taking pictures, customizing clothes.

3. Teens generated content
Co-creation with influencers on parties became a source of UGC. Teens promoted Vanilla by themselves. We also created videos just during Vanilla parties, which became final commercials for digital outdoor.

Видео