Face & Coca Cola using an online community approach with the youth market

the opportunity how we made it work the solution what we learned

how we made it work

the solution

the opportunity how we made it work what we learned the solution

how we made it work

what we learned

the solution

do you ever feel that trying to explain youth is a bit like this….?

the opportunity…the WHY challenge internal stakeholders to engage with youth insights in a different way – including both company and bottler teams engage with youth about issues relevant to entire sparkling portfolio – not just Coca-Cola brand get closer to youth language (how they speak) and in a timely manner (not 4 weeks after debrief) complement quant work amongst teens with texture and meaning to enable plans to move forward take risks and dare to do things that might not work

challenge internal stakeholders to engage with youth insights in a

different way – including both company and bottler teams

engage with youth about issues relevant to entire sparkling portfolio

– not just Coca-Cola brand

get closer to youth language (how they speak) and in a timely

manner (not 4 weeks after debrief)

complement quant work amongst teens with texture and meaning

to enable plans to move forward

take risks and dare to do things that might not work

context and history… youth are an important yet decreasing slice of the population so understanding them better and in their“world” was fundamental there was appetite to do this youth research differently and spend the time to find the right agency partner and the need for research to provide both consumer and shopper youth insights

youth are an important yet decreasing slice of the population so

understanding them better and in their“world” was fundamental

there was appetite to do this youth research differently and spend

the time to find the right agency partner

and the need for research to provide both consumer and shopper

youth insights

the opportunity how we made it work the solution what we learned

how we made it work

the solution

overview 2.co-create 3.validate 1.interact

community sample nationally representative 75 UK 16 - 19 yr olds

project outputs 3000 forums posts 500 diary entries 20 chat groups

the opportunity how we made it work the solution what we learned

how we made it work

the solution

make it participatory moving away from passive respondents to active participation

less about answering questions, more about responding to and initiating debate and discussion more about open source activity, allowing them to bring their world to us rather than taking our world to them putting them in charge and letting them lead rather than follow make it creative

less about answering questions, more about responding to and initiating debate and discussion

more about open source activity, allowing them to bring their world to us rather than taking our world to them

putting them in charge and letting them lead rather than follow

making it natural reading natural voice of youth un mediated & unedited let them talk to each other & listen in

making it something they enjoy fit around their worlds rather than fit around yours time of day, creative, giving them a feeling of control

giving it time let go, work over time, don’t put them on the spot build a partnership with the members of the community take time to understand their language and what it all means

don’t exploit up front about what happens to their ideas

the opportunity how we made it work the solution what we learned

how we made it work

the solution

observations on-line & face to face co-creation to provide complementary learnings big difference between tribes on the community

listening 2 hour immersion vs 15minute skim read everything twice depth, texture and tone very important

the do’s reading in depth & discuss don’t wait for debrief take time to digest - don’t rush ensure stakeholder engagement

the don’ts don’t over promise internally don’t allow brand teams to take it too literally don’t abandon traditional methods completely