When Coca-Cola changed the colour of their iconic red cans for the first time ever they achieved another first by not using television as part of their media mix for their annual summer campaign. Instead, social media, immersive digital experiences, interactive outdoor and influencers were used at the heart of all #colouryoursummer campaign activity to make Australian teen’s summer more fun.
I was brought on as a consultant to develop the social media and content strategy for #colouryoursummer – bringing together activities from influencer, experiential, media and creative agencies into a compelling, cohesive and actionable four month plan.
I was then posted on secondment internally at Coca-Cola for three months to manage the implementation of the social media and content strategy.
– 27% sales uplift above the national forecast.
– 47 million earned impressions on social
– 1.5 million engaged users on the #colouryoursummer Facebook page
2015 Cannes Lions – Silver (Media)
2015 Mumbrealla Awards – Ad Campaign of the Year
2015 Mumbrealla Awards – Media Campaign of the Year