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How Coca-Cola Wins on China Digital & Social Media

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This sample China Social Campaign Report shows you an excerpt of Coke's successful Musicon China social media campaign. It deep dives into Coke's mobile and key influencer strategies used to better penetrate the China market.

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How Coca-Cola Wins on China Digital & Social Media

  1. 1. COCA-­‐COLA  LYRIC  BOTTLE    CHINA  SOCIAL  CAMPAIGN  REPORT       ©  2014  RESONANCE  CHINA    ALL  RIGHTS  RESERVED   S O C I A L C A M PA I G N R E P O R T C H I N A !
  2. 2. COCA-­‐COLA  LYRIC  BOTTLE    CHINA  SOCIAL  CAMPAIGN  REPORT       REPORT SAMPLE PREVIEW T  H  I  S      C  O  P  Y      I  S      J  U  S  T      A      S  M  A  L  L      S  A  M  P  L  E   Get  the  full  version  online:     hIp://www.resonancechina.com/china-­‐social-­‐branding-­‐report/  
  3. 3. COCA-­‐COLA  LYRIC  BOTTLE    CHINA  SOCIAL  CAMPAIGN  REPORT       Welcome to the China Social Campaign Report. ABOUT  THE  CSCR   MarkeUng  campaigns  in  China  provide  a  unique  opportunity   to  observe  brands  acUvaUng  and  integraUng  their  digital   and  social  channels.  Whether  in  service  of  a  new  product   launch,  brand  heritage  exhibiUon,  or  seasonal  sales   promoUon,  campaigns  reveal  each  brand’s  blueprint  to   creaUng  buzz,  engaging  fans,  and  driving  conversion.           LEARNING  FROM  EXAMPLE   These  reports  will  take  a  deep  dive  into  the  strategy  and   mechanics  behind  the  stages  of  each  campaign.  At  this  level   of  detail,  we’ll  learn  just  exactly  how  marketers  integrate   the  properUes  of  each  digital  asset  in  combinaUon  with   offline  acUviUes  and  KOL  influence  to  achieve  their   objecUves.       ASK  US  ANYTHING   This  report  will  open  the  door  to  deeper  quesUons.  For  this   purpose,  we’ve  created  a  subscriber  forum  at   resonancechina.com/answers  where  readers  can  ask  us   anything  from  the  report.  We’ll  have  our  researchers  and   strategists  moderaUng  the  forums  and  ready  to  answer  any   quesUons  asked  with  professional  experience  and  addiUonal   supplemental  research  when  required.       ABOUT  RESONANCE   Created  in  2009,  Resonance  is  a  preferred  China  social   media  and  branding  agency,  with  a  specific  focus  on   fashion,  luxury,  and  lifestyle  brands;  headquartered  in   Shanghai,  China.  To  find  out  more,  visit  us  at   resonancechina.com   ABOUT  CSCR   KEY  TAKEAWAYS   CAMPAIGN   QUESTIONS   CONTACT   HAVE  A  QUESTION?     ASK:  RESONANCECHINA.COM/ANSWERS  
  4. 4. COCA-­‐COLA  LYRIC  BOTTLE    CHINA  SOCIAL  CAMPAIGN  REPORT       1 2 Coca-Cola uses Lyric Bottle QR codes to promote sharing of musicons through a mobile campaign site.     1.  CAMPAIGN  MOBILE  SITE   Scanning  a  Lyric  BoIle  QR  code  with  WeChat   opens  a  mobile-­‐opUmized  site  that  plays  the   musicon  for  the  associated  lyrics.  These  videos   are  typically  ten  seconds  in  length  and  include   audio  of  the  song  lyric  with  creaUve  animaUons.   The  tabs  on  the  page  link  to  sharing  instrucUons,   a  longer  snippet  of  the  song,  and  a  link  to  the   campaign  microsite.     2.  SHARING  INSTRUCTIONS   Due  to  the  lack  of  intuiUve  sharing  between   mobile  minisites  and  WeChat,  Coca-­‐Cola  follows   common  pracUce  for  many  brands  in  laying  out   the  steps  for  sharing  the  musicon  with  contacts   or  on  the  Moments  feed.           TEASER   LAUNCH   SUSTAINED  
  5. 5. COCA-­‐COLA  LYRIC  BOTTLE    CHINA  SOCIAL  CAMPAIGN  REPORT       1 32 林俊杰 | JJ Lin Singer:  24,059,277  Followers   汪东城TD | San Yan Jiro Musician:  11,621,944  Followers   周杰伦微资讯⺴⽹网 | Jay Chou News Fan  Club:  177,871  Followers   月之海| Anderson Jiang Fashion  Blogger:  228,041  Followers   靳⽻羽⻄西 | Jin Yu Xi Beauty  Entrepreneur:  1,421,396  Followers   TEASER   LAUNCH   SUSTAINED   KOL posts boost buzz for Lyric Bottles and encourage sharing on social media.     1.  CELEBRITY  POSTS   Coca-­‐Cola  sent  customized  Lyric  BoIles  to  major   China  celebriUes  and  retweeted  photos  that   they  took  posing  with  boIles,  inspiring  their   followers  to  post  photos  with  their  own  favorite   boIles.         Celebrity  KOLs:  12   Engagement  Generated:  124,325     2.  INFLUENCER  POSTS   Influencers  also  received  Lyric  BoIles   customized  with  their  names,  and  posted   images  to  their  Weibo,  building  awareness   among  their  fans.     Influencer  KOLs:  9   Engagement  Generated:  3,551     3.  FAN  CLUBS  &  AGGREGATORS   Fan  clubs  provided  a  significant  boost  in  Lyric   BoIle  content  engagement,  specifically  in   support  of  campaign  ambassadors  Jay  Chou  and   Mayday.  Large  aggregator  accounts  also   retweeted  brand  content  that  captured  trending   topics  and  popular  senUment.       Fan  Club  &  Aggregator  KOLs:  17   Engagement  Generated:  3,655   星座与心理 | Zodiac News Horoscope  Aggregator:  10,230,307  Followers   *KOL  data  accurate  as  of  September  30,  2014  
  6. 6. COCA-­‐COLA  LYRIC  BOTTLE    CHINA  SOCIAL  CAMPAIGN  REPORT       HAVE  A  QUESTION?     ASK:  RESONANCECHINA.COM/ANSWERS   Have More Questions? We’ve Got Answers Online. ABOUT  CSCR   KEY  TAKEAWAYS   CAMPAIGN   QUESTIONS   CONTACT   ASK  US  QUESTIONS  IN  THE  FORUMS   Digital  in  China  can  be  complex,  and  there  are  always   quesUons  that  this  report  cannot  answer.  For  this   reason  we’ve  created  a  Q&A  forum  where  you  can   log  in  and  ask  us  any  quesUon  from  this  report,  and   our  staff  of  consultants  will  get  back  to  you  with   answers  within  48  hours.       YOUR  PERSONAL  CONSULTANT   Our  consultants  are  made  up  of  our  research  and   strategy  teams,  who  have  access  to  Resonance’s   community  managers.  Everyone  on  the  forums  has   pracUcal  experience  running  social,  digital  campaigns   in  China  and  are  the  most  qualified  to  help  answer   your  quesUons.   Ask  any  unanswered  ques@ons  in  the  CSBR  forums!  
  7. 7. COCA-­‐COLA  LYRIC  BOTTLE    CHINA  SOCIAL  CAMPAIGN  REPORT       谢谢   CONTACT  US   Lvl.2;  1035  Changle  Road;  Shanghai  200031   Office:  86.21.5302.8238  x8008   Email:  info@resonancechina.com     VISIT  US  ONLINE   Website:  www.ResonanceChina.com  

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