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 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

• 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

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

No traditional mediasupported thecampaign exceptfor a call-out on someCoca-Cola packaging

In comparison, the brand brought 9 million visitors to adedicated website in connection with its 2012 Super Bowl campaign and visitors spent an average of 28 minutes on the site.

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.

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 frequentDrinkers there's a shift in preference. It's cool, it's relevant. The campaignlends itself to purchase intent."

Ahh.com

Ahhh.com

Ahhhh.com

Thank You