COCA-COLA / SOCIAL STRATEGY
The Ask: Coca-Cola had centralized its social media ops under one North American Social Center to manage social media marketing. The team consists of a staff of around 55, including in-house marketers from Coca-Cola and social specialists from Havas to handle everything from social listening and analytics to community management to content strategy and creation for all Coca-Cola brands.
My Role: Independently directed strategic planning for Coca-Cola’s social channels, including creating social strategies that were leveled up into national integrated campaigns, writing the brand's "social playbook," and regular presentations to the Coke brand marketing team.
The Outcome:
Doubled paid and organic engagement on Twitter, Coke’s strongest platform historically, compared to the previous year.
Lifted content above benchmark levels across Twitter, Facebook, and Instagram for every paid campaign since January (Millennial Meals, Teen Meals, and Coca-Cola Life).
The Teen Meals campaign produced the strongest body of work in the Social Center’s history.
Led to a continued increase in followers on IG (+14.1%, 250K followers) and TW (+1.6%, 52K followers). Slowed the loss of fans on FB to a third of the rate prior to Social Center.