Coca-Cola Campus Ambassadors - Social Media Strategies Summit
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Coca-Cola Campus Ambassadors
2017 COCA-COLA
CAMPUS AMBASSADOR SCHOOLS
UW
WAZZU
UI
UM
BSU UMN SUNY
GENESEO SUNY BC
ALBANY UMASS AMHERST
ISU SUNY
MSU BINGHAMTON PC
UCONN
UM SETON
HALL
NU
UI UTOLEDO VU RU
ISU ND BGSU TU
USF BYU
SCU CSU PU
UIUC OSU WVU GU BSU
MIZZOU
CAL POLY IU MU LIBERTY
UK
LMU UNLV UK VA TECH
CSUB RU
USC WKU DUKE
PU
CSULB VANDY NC STATE
UNCC
UCLA UT ECU
ASU
USD CU
UCSD OU KSU
OLE UNA GA TECH
ASU MISS USC
TTU UAB UGA KEY
AUC
UA UNT GSU
UTD AU GSU
GSU MSU
UTEP SMU
SUBR USM 2016-2017 SCHOOLS
LSU
TXST TXSU ULL XULA FSU NEW SCHOOLS FOR 2017
UH UH UCF
UT TULANE FIT
USF
FAU
UM
Building Brand Love
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
Recruitment How do we source and select the right students for the job?
NOT COCA-COLA CAMPUS AMBASSADORS
ACTUAL COCA-COLA CAMPUS AMBASSADORS
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 successFinding 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 supportTools 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
Influencers How do we leverage the social influence of the campus ambassadors?
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 prizesSoundbites 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
Compelling Content
Compelling Content
Try it, You’ll like it How do we drive trial, awareness and sales?
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 prizesProduct Sampling
#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 Opening social competition for the week long event • 12 hours • 28,847 interactions • 618,424 impressions
Day 2 - Facebook – Banner Share Day 2 – Banner hanging on houses, then share competition • 773 shares • 3,010 likes • 3,783 interactions
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.
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.
Quantification and Qualification How do we tell the story?
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
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
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