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Resonance has just released the Coca-Cola China Social Campaign Report. This edition will explore Coca-Cola’s recent Lyric Bottles campaign and analyze how the brand has built upon the enormous success of last year’s “nickname bottle” campaign with the addition of pop star collaborations, QR-code scanning, and “musicon” (musical emoticon) sharing on WeChat.
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Below are a few highlights from the report:
Coca-Cola Campaign Minisite
Coca-Cola created a mobile app to promote user sharing around lyrics bottles.
In addition to unique bottle labels with lyrics from popular songs, Coca-Cola placed QR codes on each bottle which could be scanned through WeChat to open a campaign minisite with short video animations for each lyric segment. These “musicons” could then be shared through WeChat messages or shared on Moments to add a layer of organic spread similar to emojis and stickers which are immensely popular on the platform.
Coca-Cola Key Opinion Leaders
Celebrity KOLs give Coca-Cola’s lyric bottles currency on social media.
To inspire organic sharing on social media, Coca-Cola partnered with a wide range of celebrities, key opinion leaders, and digital influencers to boost visibility of lyric bottles on social media. By also integrating lyrics with trending topics, Coca-Cola steered netizens towards making lyric bottles and musicons a form of self-expression on China social media.
Coca-Cola Campaign Results
Because the campaign ran for the duration of the summer, Coca-Cola evenly distributed celebrity support in the form of retweets and content posts throughout the sustain phase of the lyric bottles campaign. Although the launch phase had less KOL support, the brand used high-profile musicians and pop stars to kick-off the campaign through huge built-in audiences. Log in to download an exact timeline of social engagements and a detailed breakdown of KPI metrics attained during the campaign.
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Coca-Cola China Social Campaign Report
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