The Coca-Cola Company is a famous soft drink brand in the world. Their unique product is Coke (Coca-Cola) is a carbonated soft drink which orginally intended as a patent medicine. The new campaign concept of this brand is Shake a Coke.
I. CLIENT’S IDEA
Coca Cola would encourage people to connect with the brand equally online and offline. The company swapped its visual branding on its bottles and cans with about 80 of the Vietnam most commo names, titles and characters.
Each of these had the hashtag #xomtu to encourage users to promote the brand online. One of the communication tactics is to use key opinion leaders to share the product.
II. AGENCY’S ACTIVITIES
Three groups of influential profiles, pages were used:
- 40 influential profiles: Including young singers, hot boys, hot girls, actors and actresses.
- 5 hot vloggers
- 8 hot community pages on Facebook: Share hundred posts on Facebook.