Ireland (EN)

Coca-Cola

Summer Sounds

Summer is a key consumption opportunity for Coca-Cola, but it is also a period that is often cluttered with brand activations and campaigns. We needed to find an effective way through the noise, to reach Coca-Cola’s target demographic of young adults in a relatable way.  

Our idea needed to be authentic and relevant in order to cut through. This would be evidenced by higher levels of engagement, conversation and ultimately consideration, all the whilst staying true to the fun, carefree and inclusive Coca-Cola tone of voice. 

We created the ‘Coke Summer Sounds’ Podcast: Coca-Cola’s first owned podcast in Northern Ireland and the Republic of Ireland. The 4-part series was designed to engage and delight the music and festival fans of Gen Z and enable Coca-Cola to be part of conversations their target audience were already having. We recruited contributors and recorded four, fun and feel-good podcast episodes that were seeded on all podcast platforms including iTunes, Spotify, Audioboom, Podbean, Stitcher and Google Play.  

STRATEGY & EXECUTION

Our target demographic are digital natives. They crave deeper understanding and ‘firsts’, unique and explorative content is where they form a connection. This led us to see podcasts as potentially an ideal space to connect, finding them to be the key point of audio discovery for our target demographic of 18-24 y/o. 

We created the ‘Coke Summer Sounds’ Podcast: Coca-Cola’s first owned podcast in Northern Ireland and the Republic of Ireland. The podcast was designed to engage and delight the music and festival fans of Gen Z and enable Coca-Cola to be part of conversations their target audience were already having. We recruited contributors and recorded four, fun and feel-good episodes that were seeded on all podcast platforms and released in tandem with the most sought-after festivals in Ireland in which Coca-Cola had a presence.  

Through an influencer strategy, paid social and creative approach and localised assets we reached our target audience on their favourite platforms.  

Influencers created social surround sound when each episode went live – allowing the podcast to be discovered at multiple touch points. We developed and managed the paid social strategy from concept to implementation. We monitored and adjusted the budget throughout, using and adapting the localised assets we created in-house.  

Unique localised assets were developed for each guest along with our host. Modified for both feed and stories on Instagram and Snapchat, where our audience spend most of their time online. 

Production quality was crucial to the success of the podcast and we invested to secure the right podcast production company to develop the highest quality product possible. 

BUSINESS OUTCOME

  • The paid social campaign delivered almost 12 million impressions, a 33% over delivery 

  • The CTR on localised assets came in at 0.48% vs the benchmark of 0.18%  

  • The average for our CPM was €1.00vs KPI of €2.18 

  • Brand love for Coca-Cola saw a growth of 4% YOY 

  • Brand relatability saw a growth of 3% YOY 

  • The campaign has been recognised as ‘Best Work’ within Coca-Cola globally 

  • Total campaign reach: 5,151,938 vs KPI: 1,751,731 (+194%) 

  • Total number of campaign social posts: 134 vs KPI: 19 (+605%) 

  • Total number of influencer posts: 79 vs KPI: 19 (+315%) 

  • Number of listens for the all episodes at the end of the campaign: 5,246 vs KPI: 3,200 (+63%) 

  •  Number 1 position for every episode Vs. KPI: placement in top 10 music charts in Ireland