Coca-Cola is an international manufacturer and retailer of non-alcoholic beverages.

Audience: B2C

Type: Hero

Campaign Title: CokeTV

What It Is

When you think of social media influencers, it's easy to focus on Instagram. But Coca-Cola's use of well-known content creators in its CokeTV channel shows that there are other ways to connect with your audience using the celebrities they admire.

By signing up YouTube stars like Manny, who's famous for football and Fifa (a football videogame) videos, to do skits involving their area of expertise, CokeTV was able to both pull in a new audience and grow its own. While the content itself didn't have much to do with its product, the branding and style of the videos lent itself to Coca-Cola's famous advertisements.

Why We Like It

Growing an audience and a community can be a challenge, even for bigger brands with near-unlimited resources. Coca-Cola does a brilliant job here by leveraging social influencers to create a hero asset (CokeTV) that can entertain and delight its existing and new audiences for years to come.

How We’d Add To It

The branding comes off a little heavy-handed from Coca-Cola in all of these videos. From the branded still shots serving as the feature image of each video, to some of the staged sets featuring an array of Coca-Cola themed products, toning back that branding might help the project feel more genuine.

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