BOXES OF HAPPINESS for Coca-Cola SG & MY “When ﬁshing for happiness, catch and release.” - Shimon Edelman
#The IdeaCoca-Cola’s “Open Happiness” campaign has delighted the world over since 2009. This year, let’s reward fans of Coke in Singapore and Malaysia with the opportunity to unleash happiness onto others, via aTwitter hashtag that will allow @cokesingapore to send surprise gift boxes on behalf of their Twitter followers. Great for secret admirers or for people who simply want to thank those that have made them happy.
• People: 18-24 year-olds in Singapore and Malaysia• Objective: Toincrease brand share of voice. To get people talking about Coca-Cola as an entity, not just as a mid-day pick-me-up.• Tools: Twitter. Facebook and Instagram are secondary.
How It Works• Introduce followers of @cokesingapore to the hashtag #makesyouhappy• Followers will be instructed to tweet something that will make a secret recipient happy, with the hashtag #makeyouhappy (or #makesyouhappy) to @cokesingapore. People will be required to follow @cokesingapore to participate.• Using HootSuite, Coca-Cola’s social media team will select Tweeters and DM them to ask for the mailing address of their secret recipient. Coca-Cola will then send the recipients a parcel containing whatever it is that their benefactor speciﬁed in his/her tweet.• Boxes will be labeled “Open Happiness,” in big red letters, as per the brand slogan. The parcel will contain a Coca-Cola product in addition to the gift. Gifts can range from anything to a book, to food, to a plane ticket, or to vouchers for speed-dating.• Benefactors can choose whether to reveal themselves or to remain anonymous. They will also be given the option to include a personalized message in the package. Recipients must be located in Singapore or Malaysia.• Recipients will be given a friendly reminder to Tweet, Facebook, Tumble, Instagram, or Pin a photo of their gift
Why?• Toincrease brand share of voice among 18-24 year-olds. Thousands of people tweeting to @cokesingapore will certainly boost awareness of the brand.• Feel-good and gift-giving campaigns have traditionally done well; ours not only matches the Coke slogan, it allows followers to feel good about themselves while making others happy. Appeal to the romantics in young people.
Reaching our target demographic• Rewarding existing fans/followers, and thus deepen their connection to the brand, while encouraging them to get their friends involved.• Recognition = fan retention. RT the gifts from those who choose not to remain anonymous.• Campaign will evoke emotions of generosity/sentimentality (think “It Gets Better” and Google Search ads)• Campaign gives participants a chance to be creators• Campaign uses pre-existing tools. That age group hates signing up for new stuff.• Oblique campaign; not so in-your-face
In Summation• Concept: Turn @cokesingapore followers into secret givers of personalized “Open Happiness” gift boxes• Strategy: Spread #makeyouhappy hashtag, acquire Twitter fame as followers spread the news• Plan: Purely social/grassroots tactics. Grow community on Twitter and publicize on ofﬁcial Coca-Cola Facebook.• Tactics: Email and Twitter outreach to inﬂuencers, channel on website with testimonials to spark conversation, organic growth on Twitter. Launch a microsite with photos and descriptions of gifts received.
DURATION• 125 days -- roughly 4 months. Sentimental value.• Launch microsite after ﬁrst month. Open voting for best story. Winners’ photos of box contents becomes Timeline banner for a week at a time.
• 1,552 Followers• Searchesfor “Coke Singapore” usually yield drunken tweets about downing whiskey Cokes with Singapore Slings.
What are people talking about?• Coke as a product• This: http://fallingdominoes.com/• Recycle Happiness Machine*• Artsy Flickr photos• Coke’s NFC ad campaign in SG Coke Coca-Cola
No Facebook speciﬁcto SG and MYGlobal Facebookshares updates onCoke’s doings aroundthe world*
November: Coca-Cola named Marketer of the Year by AdAge January spike due to scandal on Coca-Cola Safety Top searches: coke singapore, coke can, coca cola, diet coke, coke zero,Coca-Cola Singapore coke studio, pepsiCoke SingaporeSearch term: coca cola singapore
Coke (blue) vs. Pepsi (red) Numbers are middling, but we’re still aboveour competitor. We’re more ubiquitous, so we can pull this off.
Involving Inﬂuencers• Ideally, a campaign would thrive on its own over the medium it was designed for: Twitter. But to give it an extra boost, we can ask inﬂuencers to reward one of their own blog or Twitter followers with the chance to win an “Open Happiness” box. Ask readers to follow @cokesingapore on Twitter and then comment on blog entry with request -- then the blogger will select one comment and we will gift that person with an “Open Happiness” box on the blogger’s behalf. This will add activity to their own websites while promoting our campaign.• Incentive: We will send the blogger a surprise box of stuff based on the content of his/her website.
Other inﬂuencers/options to consider:• Traveler Folio: We can reward one of Eunice’s readers with a free trip to their location of choice. (Daily pageviews: 4,382; Klout Score: 61; Twitter followers: 3000+)• Bong Qiu Qiu: Reward one of her readers with items of their choice. (Daily PVs: 5,214; Klout Score 51; followers 16k)
Inﬂuencers• Mr. Brown: He participated in the McD’s “Make It Better” social media campaign, designed to promote Singapore’s 46th National Day.
Similar Campaigns (and How They Fared)• @EdgeShaveZone randomly chose people on Twitter to receive surprising acts of kindness. In 3 months, gained 1500 followers. #soirritating hashtag used 6800 times. Enlisted @someecards to design cartoons promoting the campaign.• Kotex Israel used Pinterest to send 50 women personalized gifts based on their boards. 99% of the women repinned or Facebooked their present. Kotex, in turn, received extensive coverage. Total potential impressions is about 700,000.
Measuring Our Campaign• Number of new Twitter followers (Need an increase of 1500. Ideal would be 12,500 total.)• Number of tweets generated (McDonald’s had 1,000 tweets w/in an hour of their #makeitbetter campaign - let’s aim for a start of 500, 1/3 of our current followers)• Earned coverage from idea/marketing blogs
Desired Result• To double Twitter followers (gain of around 1500)• For the #makeyouhappy hashtag to get on Singapore and Malaysia trending topics• Turn fans into Brand Ambassadors• Coverage across the board: eConsultancy, Mashable, PFSK