How Coca-Cola and Energizer Are Boosting Their Media ROI Through Crowdsourcing

Written by Yannig Roth

Oct 3, 2013

coca-cola energizing refreshment
A new whitepaper on video content marketing, written collaboratively by experts from Coca-Cola, Energizer, Asatsu-DK, eYeka, Unruly and ThisMoment, contains valuable and practical information on how to create, select and share video content online.
Consumers are populating YouTube with a staggering 100 hours of video every minute, and it is commonly agreed that video content drives communities, commerce… and increasingly CMO’s agenda. Can brands and their agencies, who have been making ads for over 60 years, succeed in creating engaging, shareable online content that delivers marketing value at affordable cost today? Most leading brands are still experimenting cautiously with producing content. Coca-Cola is a notable exception.

the big c
A co-creation project calling on the eYeka community to « illustrate Coca-Cola as an energizing refreshment, in their own style » generated worldwide buzz with over 6 million online mentions. Several pieces achieved top 10% of all-time best ads in sample markets through the Millward Brown Link™ score test, and internally Coca-Cola saw a 100% adoption of the creative materials across markets – compared to an average of 47%. The whole project had cost saving efficiencies of 92% against average agency fees and production costs!

Many other examples are described in this whitepaper. A video contest for Coca-Cola’s energy drink brand Burn, which resulted in 135 diverse, authentic and qualitative videos in just 5 weeks, or Schick’s Quattro Titanium contest, which highlights the importance of creating branded video content that resonates with the target audience. About the latter, Geoffrey Pickens, Asia Pacific Director, Men’s & Shave Prep for Energizer Asia Pacific, stresses that “to create impactful UGC marketers must get their mindset out of the 1990s TV ad brief to embracing a broader objective that does not necessarily include your category or product as the sole focal point.”

The whitepaper also provides six practical tips for successful content creation and amplification:

  • Don’t plan for a “viral” campaign
  • Do it WITH consumers
  • Aim for a strong emotional reactions
  • Seed! Don’t wait for people to discover it
  • Create a consistent and shareable experience
  • Get your timing right

To download the whitepaper in PDF form, you can download it on eYeka’s website under the Resources section. If you just want to browse it, eYeka has also put it on Slideshare for everyone to browse. To discuss the topic, the whitepaper’s authors invite everyone to use the Twitter hashtag #Cmarketing

Tweetable Insights

BOLD V LAST CHANCE 2023
About Author

About Author

Yannig Roth

Yannig Roth is Marketing Manager at eYeka. He holds a PhD in marketing from University Paris 1 Panthéon-Sorbonne, and an MSc in digital marketing from ESSCA School of Management. Yannig regularly blogs at yannigroth.com and tweets under @YannigRoth

You may also like

Unleashing the Power of the Crowd for CPG and FMCG Brands

Unleashing the Power of the Crowd for CPG and FMCG Brands

Packaged grocery brands operate in highly competitive markets where innovation and customer engagement are key. In various markets these products are often referred to as CPG (Consumer Packaged Goods), or FMCG (Fast Moving Consumer Goods). Whatever the product sector...

Humanizing your brand through crowdsourcing

Humanizing your brand through crowdsourcing

Crowdsourcing is a powerful tool to help humanize a brand, which enables a better customer experience. By involving audiences in a range of business processes and initiatives it’s possible to build a sense of community, foster a more personal connection, and boost...

The largest superpower? Crowds, and here is why

The largest superpower? Crowds, and here is why

With greater diversity also comes a greater collective intelligence Crowds can be a powerful force and can influence the outcomes of many events. Harnessing crowd power in business can bring disproportionate benefits. Unlike employees, a randomly drawn crowd does not...

Speak Your Mind

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Time limit is exhausted. Please reload CAPTCHA.

Join Our Global Community

You have Successfully Subscribed!