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可口可乐粉丝壮举
案例简介：概要 可口可乐一直是几代年轻人的基准品牌，随着软饮料市场的衰落，随着消费者不再使用糖，它需要在12至24岁的巴西年轻人的生活中重新占据一席之地。面对吸引这些年轻人加入这一类别并增加每位消费者购买量的挑战，可口可乐选择了音乐来与这一人群交谈，因为音乐是他们的激情之一。通过汇集巴西最大的9位热门制作人，我们专注于他们的粉丝，使用移动环境 (其中81% 人度过了他们的日子) 重新连接品牌和目标。 战略 创建音乐活动时的前提之一是，青少年可以一方面用可口可乐度过夏天，另一方面用手机度过夏天。因此，FanFeat的优势在于它设法完全参与了粉丝的生活。敬业，他们与可口可乐提供的所有面孔进行了互动: 投票，Snapchat过滤器，手专辑和Facebook上的独家歌词视频。此外，通过创建由粉丝推动的活动，可口可乐设法鼓励巴西的顶级艺术家真正参与其中。不仅仅是一份赞助合同，每个参与者的受欢迎程度和招聘能力都在这里发挥了作用，因为他们依靠粉丝的投票来获得最近最大的音乐活动之一的一席之地。 结果 -与PY相比，可乐罐销量增加了14.1% 个-创纪录的青少年参与可口可乐促销活动-300万票-Facebook手专辑影响了130万多个移动用户-Snapchat过滤器: 760万使用; 230万个独特用户; 174股 (2.38% 率，高于2% 全球平均水平)；平均使用时间32.2秒 (高于全球20秒)-消费者创建的有关该活动的内容超过300，000条-对该活动网站的访问超过600万次-R$ 18.3MM赢得了媒体-与Pabllo的现场音乐会在Facebook上打破了可口可乐巴西公司和Facebook巴西公司的记录消费品记录 (600K视图) 执行 我们从一开始就知道FanFeat应该存在于在线宇宙中，在那里，fandoms通常与他们的偶像互动。我们从艺术家的社交网络开始，发布内容等独家信息以吸引粉丝。在整个3个月的投票期间，艺术家主要使用Instagram故事来分享有关活动及其参与的独家内容，导致他们自发地要求投票并保持其粉丝群参与活动。另一方面，我们在几个平台上工作，以确保目标在使用移动设备时不断与活动互动:-Snapchat过滤器 (增强现实，将用户的脸放在罐子上); -Spotify上的主题播放列表;-Shazam上的媒体；-独家Facebook移动手相册 (具有独家内容，如歌词视频，后台图片，访谈和音乐视频剪辑)。 CampaignDescription 为了促进可口可乐的销售并使品牌更接近年轻人群，我们创建了可口可乐FanFeat: 巴西前9名热门歌手的粉丝竞赛，其中3位得票最多的艺术家将录制单曲，拍摄音乐视频，并一起在音乐会上表演。通过包容，多样化和非常受欢迎的艺术家选择，我们邀请音乐迷通过投票展示他们的力量和对偶像的无条件爱，他们可以使用手机相机拍摄包裹。拍摄并发送的每张图像都是将他们的偶像列入可口可乐年度壮举的机会。
可口可乐粉丝壮举
案例简介：Synopsis Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market, as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters. Faced with the challenge to draw these young people to the category and increase each consumer’s purchases, Coca-Cola chose music to speak to this demographic, since music is one of their passion points. By bringing together 9 of Brazil’s biggest hitmakers, we focused on their fandoms to reconnect brand and target, using the mobile environment (where 81% of them spend their days). Strategy One of the premises when creating a music campaign was that teens could spend the summer with Coke on one hand and their mobile phone on the other. So, the FanFeat’s strength was that it managed to be completely involved in the life of fans. Dedicated, they interacted with the campaign across all faces Coca-Cola made available: voting, Snapchat filter, hand album, and exclusive lyric videos on Facebook. Additionally, by creating a campaign driven by fans, Coca-Cola managed to encourage Brazil’s top artists to really engage in it. More than a sponsorship contract, each participant’s popularity and recruitment power came into play here, as they relied on their fans’ votes to get a spot in one of the biggest music campaigns in recent times. Outcome - 14.1% more Coke cans sold vs PY - Record-breaking teen engagement in Coca-Cola’s promotions - 3 million votes - Facebook Hand Album impacted more than 1.3 million mobile users - Snapchat Filter: 7.6 million uses; 2.3 million unique users; 174K shares (2.38% rate, above the 2% global average); Average usage time 32.2 sec (above the 20-sec global) - More than 300K pieces of content created by consumers about the campaign - More than 6 million visits to the campaign website - R$18.3MM Earned Media - The live concert with Pabllo on Facebook broke Coca-Cola Brasil’s records and Facebook Brasil’s record in consumer goods (600K views) Execution We knew from the outset the FanFeat should be present in the online universe, where fandoms usually interact with their idols. We started by the artists’ social networks, releasing exclusive information such as content to engage fans. Throughout the 3-month voting period, the artists used mainly Instagram Stories to share exclusive content about the campaign and their participation, leading them to spontaneously ask for votes and keep their fan bases engaged in the campaign. On the other side, we worked on several platforms to make sure the target was constantly interacting with the campaign while they were using their mobile devices: - Snapchat Filter (augmented reality that put the user’s face on the can); - Themed Playlists on Spotify; - Media on Shazam; - Exclusive Facebook Mobile Hand Album (featuring exclusive content, such as lyric videos, backstage pictures, interviews, and music video clips). CampaignDescription To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together. With an inclusive, diversified, and extremely popular selection of artists, we invited music fans to show their power and unconditional love for their idols by voting, which they could do using their mobile phone cameras to take a picture of the packages. Each image captured and sent was a chance to put their idol on Coca-Cola’s feat of the year.
Coca Cola Fan Feat
案例简介：概要 可口可乐一直是几代年轻人的基准品牌，随着软饮料市场的衰落，随着消费者不再使用糖，它需要在12至24岁的巴西年轻人的生活中重新占据一席之地。面对吸引这些年轻人加入这一类别并增加每位消费者购买量的挑战，可口可乐选择了音乐来与这一人群交谈，因为音乐是他们的激情之一。通过汇集巴西最大的9位热门制作人，我们专注于他们的粉丝，使用移动环境 (其中81% 人度过了他们的日子) 重新连接品牌和目标。 战略 创建音乐活动时的前提之一是，青少年可以一方面用可口可乐度过夏天，另一方面用手机度过夏天。因此，FanFeat的优势在于它设法完全参与了粉丝的生活。敬业，他们与可口可乐提供的所有面孔进行了互动: 投票，Snapchat过滤器，手专辑和Facebook上的独家歌词视频。此外，通过创建由粉丝推动的活动，可口可乐设法鼓励巴西的顶级艺术家真正参与其中。不仅仅是一份赞助合同，每个参与者的受欢迎程度和招聘能力都在这里发挥了作用，因为他们依靠粉丝的投票来获得最近最大的音乐活动之一的一席之地。 结果 -与PY相比，可乐罐销量增加了14.1% 个-创纪录的青少年参与可口可乐促销活动-300万票-Facebook手专辑影响了130万多个移动用户-Snapchat过滤器: 760万使用; 230万个独特用户; 174股 (2.38% 率，高于2% 全球平均水平)；平均使用时间32.2秒 (高于全球20秒)-消费者创建的有关该活动的内容超过300，000条-对该活动网站的访问超过600万次-R$ 18.3MM赢得了媒体-与Pabllo的现场音乐会在Facebook上打破了可口可乐巴西公司和Facebook巴西公司的记录消费品记录 (600K视图) 执行 我们从一开始就知道FanFeat应该存在于在线宇宙中，在那里，fandoms通常与他们的偶像互动。我们从艺术家的社交网络开始，发布内容等独家信息以吸引粉丝。在整个3个月的投票期间，艺术家主要使用Instagram故事来分享有关活动及其参与的独家内容，导致他们自发地要求投票并保持其粉丝群参与活动。另一方面，我们在几个平台上工作，以确保目标在使用移动设备时不断与活动互动:-Snapchat过滤器 (增强现实，将用户的脸放在罐子上); -Spotify上的主题播放列表;-Shazam上的媒体；-独家Facebook移动手相册 (具有独家内容，如歌词视频，后台图片，访谈和音乐视频剪辑)。 CampaignDescription 为了促进可口可乐的销售并使品牌更接近年轻人群，我们创建了可口可乐FanFeat: 巴西前9名热门歌手的粉丝竞赛，其中3位得票最多的艺术家将录制单曲，拍摄音乐视频，并一起在音乐会上表演。通过包容，多样化和非常受欢迎的艺术家选择，我们邀请音乐迷通过投票展示他们的力量和对偶像的无条件爱，他们可以使用手机相机拍摄包裹。拍摄并发送的每张图像都是将他们的偶像列入可口可乐年度壮举的机会。
Coca Cola Fan Feat
案例简介：Synopsis Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market, as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters. Faced with the challenge to draw these young people to the category and increase each consumer’s purchases, Coca-Cola chose music to speak to this demographic, since music is one of their passion points. By bringing together 9 of Brazil’s biggest hitmakers, we focused on their fandoms to reconnect brand and target, using the mobile environment (where 81% of them spend their days). Strategy One of the premises when creating a music campaign was that teens could spend the summer with Coke on one hand and their mobile phone on the other. So, the FanFeat’s strength was that it managed to be completely involved in the life of fans. Dedicated, they interacted with the campaign across all faces Coca-Cola made available: voting, Snapchat filter, hand album, and exclusive lyric videos on Facebook. Additionally, by creating a campaign driven by fans, Coca-Cola managed to encourage Brazil’s top artists to really engage in it. More than a sponsorship contract, each participant’s popularity and recruitment power came into play here, as they relied on their fans’ votes to get a spot in one of the biggest music campaigns in recent times. Outcome - 14.1% more Coke cans sold vs PY - Record-breaking teen engagement in Coca-Cola’s promotions - 3 million votes - Facebook Hand Album impacted more than 1.3 million mobile users - Snapchat Filter: 7.6 million uses; 2.3 million unique users; 174K shares (2.38% rate, above the 2% global average); Average usage time 32.2 sec (above the 20-sec global) - More than 300K pieces of content created by consumers about the campaign - More than 6 million visits to the campaign website - R$18.3MM Earned Media - The live concert with Pabllo on Facebook broke Coca-Cola Brasil’s records and Facebook Brasil’s record in consumer goods (600K views) Execution We knew from the outset the FanFeat should be present in the online universe, where fandoms usually interact with their idols. We started by the artists’ social networks, releasing exclusive information such as content to engage fans. Throughout the 3-month voting period, the artists used mainly Instagram Stories to share exclusive content about the campaign and their participation, leading them to spontaneously ask for votes and keep their fan bases engaged in the campaign. On the other side, we worked on several platforms to make sure the target was constantly interacting with the campaign while they were using their mobile devices: - Snapchat Filter (augmented reality that put the user’s face on the can); - Themed Playlists on Spotify; - Media on Shazam; - Exclusive Facebook Mobile Hand Album (featuring exclusive content, such as lyric videos, backstage pictures, interviews, and music video clips). CampaignDescription To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together. With an inclusive, diversified, and extremely popular selection of artists, we invited music fans to show their power and unconditional love for their idols by voting, which they could do using their mobile phone cameras to take a picture of the packages. Each image captured and sent was a chance to put their idol on Coca-Cola’s feat of the year.
可口可乐粉丝壮举
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Coca Cola Fan Feat
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