BRAND:
Coca-Cola
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
1/12/2023 - 25/2/2024
CREDITS:
WPP Open X, led by T&A Ogilvy Vietnam, EssenceMediacom, INCA
CASE STUDY VIDEO
STRATEGY
Coca-Cola has been the Tet icon for the past two decades. But, no time to chill, especially in the fiercely competitive Tet landscape, where brands are ready to go all-in to grab attention. To keep the iconic status and outdo its own sales success during this critical period, Coca-Cola aims to continue leveraging its powerful “Togetherness” Tet platform, in which Coca-Cola was a means of connection for millions of Vietnamese families around their Tet meal table at scale.
In achieving this ambition, a challenge emerges: The growing disconnection among different generations within a family. Then, the strategy was clear to us. Coca-Cola needed to define the insight that was driving this disconnect nationwide in order to reconnect them during Tet and then create the room for Coca-Cola to continue to come into positioning as a means of connection.
INSIGHT
From research, we understood that the disconnection among different generations stems from a lack of opportunities for them to fully gather and discover the shared common grounds to spark real connections. Even if there was an opportunity to fully gather in a physical or digital gathering setting, at least one generation often feels excluded from the others due to the difficulty in finding common ground comfortably.
Based on that insight, Coca-Cola needed to come up with an idea that can create an inclusive space that is friendly to multiple generations coming together, fostering a shared environment for discovering common ground and building genuine connections.
CREATIVE IDEA
Since the insight is a social-native insight, and Coca-Cola's core mission revolves around fostering social connection, social media was chosen as the leading platform because the brand saw common ground between it and social media. The brand believed that creating inclusive space for multiple generations would work perfectly well on social media
Building upon this, Coca-Cola launched during Tet. This initiative aimed to bridge generational gaps by helping people discover their common ground across multiple social media touchpoints.
We leverage social media channels to promote this initiative in these phases:
(1) AWARENESS PHASE: THE MOST SURPRISING COMMON GROUND YOU HAVE NEVER KNOWN
A wave of questions flooded social media at this stage, challenging young people's perceptions of their family members: Do they truly understand their loved ones?
Through the authentic and touching stories of Minh Tú - our Macro KOL, unexpected common ground was revealed, inspiring thousands of people to seek out the hidden common ground about the generations in their families.
(2) ENGAGEMENT PHASE: DISCOVER COMMON GROUND, SPARK GENUINE CONNECTION
Riding the wave of curiosity, Coca-Cola created an inclusive space on Zalo - a popular social media platform of millions of Vietnamese families - to connect different generations with easy, friendly intergenerational bonding.
Young people were the first to experience this social initiative on Zalo and invite other family members to join. Within 5 questions, millions of unexpected discoveries about the common ground among generations in a family were revealed, allowing them to create genuine connections.
People who experienced the "Discover Common Ground” have an opportunity to be invited to Coca-Cola's record-breaking Tet meal table event. Here, Coca-Cola showed off millions of common ground found on "Discover Common Ground” along with thousands of wishes from family members to each other.
CONNECTION PLAN
This campaign allocated most of the media budget to be executed across top mobile platforms (TikTok, Facebook) of young target consumers to capture the whole consumer journey from awareness to engagement. In particular, Zalo was the key channel to become an inclusive space to host the social initiative "Discover Common Ground”
- Awareness phase: To spark initial excitement surrounding the most surprising discoveries in each family, we focused on creating a huge wave of questions flooding TikTok and Facebook. We chose these two channels because of their relevance to young people, thereby making them the first to grasp the message and spread it to other young people. As a result, with just a few Macro KOLs to kick off, we had UGC incentives that spurred organic content creation, amplifying reach and engagement without paid promotion.
- Engagement phase: When the young target had understood the message, we shifted attention to Zalo, while Facebook and Tiktok played a role in continuing to raise awareness and starting to drive consumers seamlessly to Zalo.
Zalo has been a gathering place for Vietnamese multi-generational families for years. Here, young people would be the starter to invite family members to participate. Thanks to the meaningful message and user-friendly UX-UI design of our social initiative, a series of UGC content was created. This approach maximized brand share of voice (SOV) and fostered deeper connections with our target audience.
OBJECTIVE-BASE KPI
MAINTAIN NO.1 BRAND OF TET WITH STRONG ASSOCIATION OF FAMILIES CONNECTION
- Top 6 BSI
- Sentiment Score 1.0
NATIONAL RECORD ACHIEVED
After nearly a month since its launch, the social platform "Discover Common Ground" has achieved the record of "The program of sending Tet wishes through online games in 23 days has the highest number in Vietnam.”
HUGE MEDIA EARNED
- Gain + 178 PR organic articles
- Gain + 304,845 worth of media value
- Gain + 177,816 buzz volume generated
INCREASE SALES DURING THE CRITICAL PERIOD
- Massive boost on sales on outlets and E-Commerce
- Being the leader in sales volume of carbonated soft drink industry during Tet
