MEET UP WITH COCA-COLA - #ParlonsEnsemble Friday 25th October 2019 - AMARC
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
#ParlonsEnsemble
MEET UP WITH COCA-COLA
Friday 25th October 2019
6 pm to 8 pm
Classified - Confidential
CONTEXT
Classified - Confidential
It all started from an observation:
Coca-Cola is often questioned on social media
and manage consumers dissatisfaction related
to the same key topics:
Plastic
Nutrition
Production
Classified - Confidential
Leading us to think that we should find new
way to…
Subvert accepted ideas that consumers have about
Coca-Cola.
How?
By an experience, meeting 50 skeptical web
surfers/influencers (with a minimum of 1500 followers) to
chat with our experts on key sensitive topics
during an informal afterwork session.
Objective: Contribute to improve our reputation
by communicating in an authentic and more
transparent way
#ParlonsEnsemble
Get from those web critics passive support at least
Classified - Confidential
Concept:
An afterwork based
on 3 mini-
workshops of 30 mn
each animated by a
duo of experts
addressing 3 topics:
plastic &
Environment,
Beverages & FAQ,
Made in France.
Those workshops
were followed by an
informal moment
with non-alcoholic
drinks and food.
Classified - Confidential
1/ Direct Message
Creation of a Social Media users’
mapping: Contact those identified
Based on critics about Coca-Cola and profiles on social media, 2
critics on related topics (nutrition, methods >
plastic, production)
2/ Sponsored gif (leading to a
registration form)
≈1 ≈2
Program path
≈5 ≈4 ≈3
Innovation box & plant visit
Organisation of an Creation of a list of
afterwork participants,
(3 workshops) with KO/CCEP invitation and
speakers on key topics reminders right
(plastics, nutrition, production) before the event.
Classified - Confidential
Selected profiles : criteria
We created a social media users’ mapping, covering our 2 main targets:
• The "direct" criticizers: a list of Internet users who were adressing critics towards Coca-Cola France on social
networks
• "Engaged critics": an expanded list of profiles that critically addressed related topics without necessarily
tagging Coca-Cola. Their main criticisms were based on: nutrition, recycling/plastics and production.
Classified - Confidential
Creative asset and communication tools
Classified - Confidential
Press release / paid & organic post /web registration form / invitation
Classified - Confidential
RESULTS
Classified - ConfidentialAt the event
44
How many people showed up at the event? %
• 51 confirmed their presence before the event participants
• 22 really came at this afterwork
Topics they are interested to
Opinion towards Coca-Cola
9.80% 17.65% 19.61% Curiosity
Nutrition
21.57% Negative
27.45% Recycling
Neutral 35.29%
Production
68.63% Positive
*insight from the questionnaire issued during registration
Classified - ConfidentialOn social networks
Potential audience of all guests
134 K
Potential reach
Classified - ConfidentialOwned channel
Before the event Post event: publications on Twitter & LinkedIn
6 comments 3 RTs 9 comments
1,45M impressions 14 likes 130 likes
5,7K clicks 15 « bravo »
Classified - ConfidentialEarned channel
Classified - ConfidentialEarned channel
By the webusers themselves
Classified - ConfidentialLeading to comments and thanks on social media
Classified - ConfidentialAn online satisfaction questionnaire was sent right after the event :
« Je comprends que le groupe essaie
d'améliorer ses méthodes de fabrication,
de limiter son impact sur l'environnement en « L'écologie reste un problème central et majeur
diminuant l'utilisation de pour ma part, je pense que Coca-Cola a un rôle
plastique et sur la santé en diminuant l'usage clé
de par sa taille et ses moyens pour initier un
41 du sucre. Cet évènement m'a permis de prendre
conscience des efforts changement radical, les intervenants semblaient
fait par Coca Cola, même si, pour une de
% entreprise si importante et présente dans le
monde entier, ces efforts restent très limités. »
bonne foi pour être moteur sur ce sujet (pro
consigne) reste à voir si les actes vont suivre.
Je pense que le format était un peu trop court
mais sinon cette une bonne initiative à
renouveler notamment pour suivre l'évolution
participants « Meilleur compréhension du fonctionnement et
des objectifs de l'entreprise et de son objectif
des sujets. »
RSE/DD » « J ai énormément appris sur les marques les
process de réflexions stratégique. J aurais aimé
que ca dure un peu plus longtemps. Vous
pourriez proposer des ateliers de brainstorming
« Je ne connaissais pas l'histoire de l'entreprise pour trouver de nouvelle idee. »
et je ne connaissais pas non plus tous les
produits vendu. »
« Pour une première version c’était vraiment
très bien, le détails se trouvait jusque
« J'ai découvert un nombre important dans la boite carton que vous nous avait remis à
d'actions menés par Coca-Cola dont nous la fin.
n'entendons pas parlé en général » Très bonne expérience, avec beaucoup
d’échanges «
Classified - ConfidentialPublication post event:
Classified - ConfidentialClassified - Confidential
INSIGHTS FROM THIS FIRST EVENT
Classified - Confidential#Preparation time
• Such an event should be
prepared earlier : 3 months
before the event seems to be
more appropriate.
• It allows to work in-depth, both
on the most critics attendees
participation for more impact!
#Content & #Time
• 3 workshops in 30 minutes is not realistic and it is
hard for the speakers to keep-up and cover the
addressed topic fully.
• 2 workshops, each of them lasting 40 minutes
seems to be more appropriate.
• Many participants were not able to ask all the
questions they had…
Classified - ConfidentialTHANKS
Classified - ConfidentialYou can also read
