Chris Barron - share a coke
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WANT TO COLLABORATE MORE?
SHARE A COKE!
Chris Barron
Huruda LLC
September 22nd, 2015
ScrumDay Twin Cities
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CHRIS BARRON
20+ years software industry
Product Manager, Marketer, Engineer
Co-founded Huruda LLC in 2013
Consult and coach Agile Development, Agile Marketing, Agile for Anything
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WHAT’S THE PROBLEM?
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GREAT CAMPAIGNS
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IT’S SO EASY!
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HUGE FAILURES
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WHY THE BIG DIFFERENCE?
Success
Experience
Top-Tier Talent
Creativity
Testing
Bold Execution
Failure
Experience
Top-Tier Talent
Creativity
Testing
Bold Execution
Same Process with Unpredictable Results = Gambling
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SOME PEOPLE HAVE IT DIALED-IN
100 Years
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EVEN THE BEST FAIL…
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20
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12
AGILE MARKETING
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ITERATIVE & ADAPTIVE
Plan
DoCheck
Act
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20
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WHO KNOWS SHARE-A-COKE?
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BACKGROUND
Coca Cola always under pressure New products, brands, and categories
Engagement constantly changing
Content 2020 strategy Agile before it was cool
Marketing challenge: Re-ignite engagement in key demos
Increase summer sales
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WHAT THEY DID
Customer insights: Know and love Coca-Cola
Lacking “eye-level” engagement
Experiments: Involved multiple agencies and tactics
Started with personalized Coke bottles
Launched in summer 2011 in Australia with 150 most common names…
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WHAT THEY DID
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WHAT THEY DID
Experiments after initial launch: FB app to create and share virtual Coke
TVCs using consumer-submitted photos
Outreach to celebrity influencers
Text a name to sign at Sydney’s King’s Cross
Kiosks for consumers to create more bottles
FB audience selected 50 additional names
They didn’t stop there…
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RESULTS
2011 - Australia
2012 – Asia
2013 – Europe & UK
2014 – US
Consumption increased for first time in years
7%10
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COOL! BUT I’M NOT COKE.
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ITERATIVE & ADAPTIVE
Plan
DoCheck
Act
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DEFINE “COLLABORATION”
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DO YOU COLLABORATE?
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DEFINE “COLLABORATION”
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CUSTOMER REQUIREMENTS
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CUSTOMER SERVICE
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GIVING OPTIONS
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EXERCISE
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YOUR TURN…
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THE KEYS TO:
REALCUSTOMER
COLLABORATION
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KNOW YOUR TARGET CUSTOMERS
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TWO-WAY COMMUNICATION
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EARLY AND OFTEN
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TALE OF TWO COMPANIES
Traditional
•Internally vetted plans
•Annual CAB event
•Build, build, build
•Beta aka bug-out
•Launch 1.0
•Everybody waits for 1.1
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TALE OF TWO COMPANIES
Traditional
•Internally vetted plans
•Annual CAB event
•Build, build, build
•Beta aka bug-out
•Launch 1.0
•Everybody waits for 1.1
Collaborative
•Internally vet “ideas”
•Collaborate with customers and partners on ideas
•Survey customers to vote with write-in option
•Show work-in-progress
•Everybody wants 1.0
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IT’S NOT HARD
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LESSONS LEARNED
Arrogant Assumptions =
Customer Collaboration =
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Q&A
Chris BarronCo-Founder and
Principal ConsultantHuruda LLC
www.huruda.com