Coca-Cola aims to shift from creative excellence to content excellence by 2020. They will develop content that improves the world and people's lives while also achieving business goals. Coca-Cola wants to use stories and content from consumers to increase engagement and brand reach through videos that spark conversations and earn a place in popular culture.

8. Johnnie Walker - The Man Who Walked Around The World

10. Google Search: Reunion

12. Hamara BAJAJ (1989) DD old advertisement

14. A few more examples
Dodge Brothers -| Ahead of Their TimeP&G - Thank You, Mom
Tide® - Labor DayApple - The Song

19. Example : Coca-Cola : Content 2020
Coca-Cola moves from creative excellence to content excellence as a part of their vision for 2020.,
They need to develop content that makes a commitment to making the world a better place and to develop
value and significance in people’s lives…while at the same time driving business objectives for Coca-Cola, and
Through the stories they tell, to provoke conversations and earn a disproportionate share of popular culture.
The above videos capture how they are planning to tap into the stories and content from consumers to increase
engagement and brand reach.
Engagement Word of Mouth