Coca-Cola Campus Ambassadors - Social Media … · Kickoff Summer Training Coca-Cola hosted a three...
-
Upload
nguyenhanh -
Category
Documents
-
view
213 -
download
0
Transcript of Coca-Cola Campus Ambassadors - Social Media … · Kickoff Summer Training Coca-Cola hosted a three...
OU
BYU
UM
UI
UMN
UIUC
AUCGSU
UGA
GSU
KSU
FSU
NC STATEECU
UNA
UABUSC
CU
UKVA TECH
LIBERTY
UTOLEDOND
UMUCONN
CSU
AU
WKU
WVU
MU
CSUB
CAL POLYLMU
WAZZU
VANDYUT
UA
ASU
UH
MIZZOU
BSU
USD
TTU
UTD
UT
TXST
SMU
ASU
UNLV
UI
RU
TU
PC
BGSU
GSU
LSU
TULANE
MSU
USM
CSULBUCLA
PUUSC
OSU
DUKE
SUNY ALBANY
SUNY GENESEO
SUNY BINGHAMTON
ISU
SCUUSF
ISU
UW
TXSU
UK
SUBR
ULL XULA
OLEMISS
IU
RU
BSU
UMASS AMHERSTBC
FITUCF
FAU
GU
GA TECH
MSU
UM
NU
PU
SETONHALL
UH
UCSD
UNCC
UNT
USF
UTEP
VU
2017 COCA-COLA CAMPUS AMBASSADOR SCHOOLS
2016-2017 SCHOOLS
KEY
NEW SCHOOLS FOR 2017
Objectives Our primary objectives for the Coca-Cola Campus Ambassador program:
• Build brand love across targeted Coca-Cola colleges
• Hire effective and influential ambassadors for the program
• Create tools and incentives to motivate ambassadors and increase program participation
• Create content and leverage social influence of Campus Ambassadors
• Increase Coca-Cola sales on campuses
• Deepen our relationship with University Officials
• Perform research and collect data on college students’ perceptions, behaviors and habits
Kickoff
Summer Training
Coca-Cola hosted a three day training seminar at Coca-Cola headquarters for the campus ambassadors.
• Presentations from core members of Campus Ambassador team and brand teams from Coca-Cola to educate ambassadors on program and products
• Networking, socializing and group brainstorming helped create community and camaraderie for ambassadors to work together
• Ambassadors received training on tools, techniques and best practices to set them up for success
Finding the Best Ambassadors
Key Findings
• The traits initiative and friendliness are clearly the most important traits in differentiating between top performers and low/mid performers
• The most important social media variable is Instagram follower count
• High performing Coca-Cola campus ambassadors feel that they receive school support and bottler support
Tools and Incentives
How do we create a suite of digital services that enable ambassadors to do their best work?
Mobile First
We built the program so that all information, communication and data collection can take place on a mobile device, the primary interface for our millennial ambassadors.
Digital Elements
• Ambassador Hub
• Go Commando
• Leaderboard
• Social Tracking
• Survey Forms
• Communication
Social Media Posts Posting about sampling events and other Coca-Cola initiatives on social media platforms is a key component of the program.
To date Campus Ambassador social posts generated over two million impressions and over two hundred thousand engagements.
Social Content
The Approach:
• Social influence was critical element of ambassador selection criteria
• Provide training on feedback on generating effective social media posts
• Manage a suite of tools and apps for ambassadors to create social content
• Provide sample messaging guidelines and copy for each social campaign
• Track engagement and reach of social posts across Instagram, Snapchat, Twitter and Facebook
• Incentive ambassadors to post with leaderboard points and prizes
Soundbites
Coke Music enlisted the support of the Campus Ambassadors to help drive participation in a contest to bring a private concert to competing schools.
Social Success Metrics
460K Impressions - 8K Social Engagements
Product Sampling
The Approach:
• Outfit every ambassador with a complete sampling kit to successfully execute activations
• Create social messaging for ambassadors to post to raise awareness of sampling events
• Provide custom premiums and brand specific elements to create more effective promotion
• Track results of samples and social posts to measure initiatives and develop reporting and insights
• Reward ambassadors for participation through leaderboard points and prizes
Product Sampling Strategy A primary component of the program is driving trial and awareness of Coca-Cola products on campus.
To date Campus Ambassadors have executed 537 sampling events with 118,656 product samples.
#CocaColaCup2016
University of Kentucky Greek spirit week leading to the UGA v UK football game.
• 5 days
• 35 Greek Chapters competed
• 6,000 students engaged
• 28,847 engagements
• 818,424 impressions
Day 1 - Twitter Retweet Contest
• 12 hours
• 28,847 interactions
• 618,424 impressions
Opening social competition for the week long event
Day 2 - Facebook – Banner Share
• 773 shares • 3,010 likes • 3,783 interactions
Day 2 – Banner hanging on houses, then share competition
Day 3 - Instagram/Twitter “Coca-Cola Drop”
• 6 hours
• 1,988 engagements
• 29,625 impressions
The value of this was the content production and interaction.
Day 3 – Finding bottles on campus for points
Day 4/5 - Pep Rally, UGA Game
#CocaColaCup was the halftime show of the football game
This brought Coca-Cola to the minds of all current students, fans, alumni and allowed them to associate our brand with fond college experiences.
Reporting
We track all aspects of the campaign through a real time dashboard. We monitor performance of the social, sampling and research efforts of the ambassadors.
Reporting Elements
• Sampling Map Data
• Social Post Metrics
• Social Engagement
• Quantitative Research
• Ambassador Participation