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Ahh campaign…
Presentation by Varun Nigam
About six months ago, Coca-Cola embarked on its
first all-digital campaign
• Coke appears happy with the results
• Some 4 ...
• The objective was engagement
• We got teens going from one site to the next once they go in
• there is surprisingly a lo...
Ahh.com, ahhh.com, ahhhh.com ... And so on
• The Ahh Effect, officially launched in April
• The URLs grow longer and longe...
No traditional media
supported the
campaign except
for a call-out on some
Coca-Cola packaging
In comparison, the brand brought 9 million visitors to a
dedicated website in connection with its 2012 Super Bowl
campaign...
Coke could easily reach 4 million teens with a
TV buy, but at best, the brand would get 30
seconds of their attention. The...
Meg Haley, the brand manager for Coca-Cola
“This is one of our most-researched campaigns”
"So far, what we're hearing is f...
Ahh.com
Ahhh.com
Ahhhh.com
Thank You
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Coke ahh campaign

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Coca Cola Ahh campaign

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Coke ahh campaign

  1. 1. Ahh campaign… Presentation by Varun Nigam
  2. 2. About six months ago, Coca-Cola embarked on its first all-digital campaign • Coke appears happy with the results • Some 4 million consumers have visited the 40 websites affiliated with the effort, staying for an average of 2-plus minutes each • About half the traffic has been organic, meaning the target — in this case, a teen — has shared the media with a friend
  3. 3. • The objective was engagement • We got teens going from one site to the next once they go in • there is surprisingly a lot of desktop Jennifer Healan, group director of integrated marketing communications for Coca-Cola
  4. 4. Ahh.com, ahhh.com, ahhhh.com ... And so on • The Ahh Effect, officially launched in April • The URLs grow longer and longer throughout the campaign • So far, 40 "experiences" are available out of an eventual total of 61 • The most popular experience was the video http://www.ahhhhhhhhhhhhhhhhhhhhh.com/ featuring YouTube phenomenon Kurt Hugo Schneider, which each visitor watched an average of two times, boosting that "time spent" metric
  5. 5. No traditional media supported the campaign except for a call-out on some Coca-Cola packaging
  6. 6. In comparison, the brand brought 9 million visitors to a dedicated website in connection with its 2012 Super Bowl campaign and visitors spent an average of 28 minutes on the site.
  7. 7. Coke could easily reach 4 million teens with a TV buy, but at best, the brand would get 30 seconds of their attention. The Ahh Effect gives it four times as much and achieved that Holy Grail of 2013 marketing: engagement.
  8. 8. Meg Haley, the brand manager for Coca-Cola “This is one of our most-researched campaigns” "So far, what we're hearing is for those that might not have been frequent Drinkers there's a shift in preference. It's cool, it's relevant. The campaign lends itself to purchase intent."
  9. 9. Ahh.com
  10. 10. Ahhh.com
  11. 11. Ahhhh.com
  12. 12. Thank You

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