Coca-Cola Campus Ambassadors

Transcription

1 Coca-Cola Campus Ambassadors

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3 2017 COCA-COLA CAMPUS AMBASSADOR SCHOOLS UW WAZZU UI UM USF SCU CAL POLY LMU UNLV CSUB USC PU CSULB UCLA USD UCSD BSU ASU UA ISU BYU UH CSU UTEP TTU OU UNT UTD SMU TXST UT UMN UK TXSU UH ISU UI MIZZOU ASU NU UIUC OLE MISS GSU MSU SUBR USM LSU ULL XULA TULANE ND PU IU WKU MSU UM UK UTOLEDO BGSU OSU WVU MU RU VANDY UNCC UT CU KSU UNA GA TECH USC UAB UGA AUC GSU AU GSU SUNY GENESEO SUNY ALBANY SUNY BINGHAMTON GU FSU UCF FIT USF FAU UM SETON HALL VU TU LIBERTY VA TECH DUKE NC STATE ECU RU BC UMASS AMHERST PC UCONN BSU KEY SCHOOLS NEW SCHOOLS FOR 2017

4 Building Brand Love

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6 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

7 Recruitment How do we source and select the right students for the job?

8 NOT COCA-COLA CAMPUS AMBASSADORS

9 ACTUAL COCA-COLA CAMPUS AMBASSADORS

10 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

11 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

12 Tools and Incentives How do we create a suite of digital services that enable ambassadors to do their best work?

13 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

14 Influencers How do we leverage the social influence of the campus ambassadors?

15 Social Content 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. 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

16 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

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18 Compelling Content

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20 Compelling Content

21 Try it, You ll like it How do we drive trial, awareness and sales?

22 Product Sampling 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. 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

23 Product Sampling

24 #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

25 Day 1 - Twitter Retweet Contest Opening social competition for the week long event 12 hours 28,847 interactions 618,424 impressions

26 Day 2 - Facebook Banner Share Day 2 Banner hanging on houses, then share competition 773 shares 3,010 likes 3,783 interactions

27 Day 3 - Instagram/Twitter Coca-Cola Drop Day 3 Finding bottles on campus for points 6 hours 1,988 engagements 29,625 impressions The value of this was the content production and interaction.

28 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.

29 Quantification and Qualification How do we tell the story?

30 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

31 In Conclusion We are always looking to improve the program and continue to refine our approach to deliver better results. Key Learnings Always evolving Never a dull moment Stay Relevant Build upon previous success