Coca-Cola : Content 2020
Chapter 1: How does Content Excellence Approach “Liquid and Linked Content Development”
Coca-Cola has excelled at storytelling for over 125 years. Content marketing is one of the company’s strongest attributes. They are able to build on their progress and achieve greater impact by helping consumers worldwide through their efforts. Coke has moved from creative excellence to content excellence.Content Excellence’s main purpose it to create ideas so contagious that they cannot be controlled. It’s relevant to business objectives, brands, and consumer interests.
Through storytelling, Coca-Cola aims to provoke conversations and earn a disproportionate share of popular culture. In order to achieve this goal, Coke implemented the Conversation Model. It begins with the brand stories, which create liquid and linked ideas. By enabling fluid ideas, Coca-Cola wants to provoke conversations. To ensure that consumers are engaging in a dialogue, Coke needs to act and react to these conversations 365 days a year.
Chapter 2: The Case for Change
3 Key Drivers of Change:
1. Double the Size of Current Business 2. Distribution of Creativity
Now, consumer generated stories outnumber Coca-Cola company generated stories for nearly all of the company’s brands
3. Distribution of Technology
Today, there is greater connectivity & consumer empowerment than ever before
It’s driven by an “on-demand” culture, because consumers can make purchasing decisions 24 hrs/day. Through technological innovation, creativity can reach new heights. It’s allowed for Coke to generate ideas that consumers can not separate the message & technology. Creative teams are now able to integrate advancing technology into better storytelling. By having close relationships with technology companies, Coke is able to customize products that will enable greater impact.
Chapter 3: The Evolution of Storytelling
To keep up with the rapid changing environment, consumer preferences, and advancing technology, Coke must focus on the evolution of storytelling. It’s crucial to move from one-way storytelling to dynamic storytelling.
Dynamic Storytelling is the development of incremental elements of a brand idea that gets dispersed systematically across multiple channels of conversation for the purpose of creating a unified & coordinated brand experience. One must behave like a ruthless editor, otherwise you can risk just creating noise. Since storytelling is at the heart of all families, communities, and cultures; it’s an essential element of content marketing and promoting a positive brand image. Capabilities through dynamic storytelling include the following:
5 Key Capability Efforts
Serial Storytelling
Multi-Faceted Storytelling
Spreadable
Immersion & Discovery
Engagement through Storytelling
Chapter 4: Baking Live Positively into our Storytelling Plans
BVA = blueprint for each brand
Coca-Cola has successfully integrated cultural leadership and cultural tensions into each BVA. Through Coke’s brand stories, they show their commitment to making the world a better place. Coke partners with the brand teams to build the BVA and decide what part of the live positive story applies to the brand story and what part of the story they need to tell to consumers. These blueprints are essentially a huge creative opportunity for the company.
It’s through Coca-Cola’s powerful position in the world that affords them the opportunity and responsibility to create significant positive change in the world. It’s even ingrained into every employee that they need to ensure that each of Coke’s brands succeed at making the world a better place. In order to guarantee that every brand provokes this change the company has developed the Live+ Principles that apply to employees’ daily lives, activities, and operations.
Chapter 5: From Insights to Provocation, the Big Fat Fertile Creative Brief
The next chapter in this evolution of storytelling deals with the moving of insights to provocations. Bigger thinking needs to be at the heart of strategic brief. By working with knowledge and insights, Coke has observed that a lot of their insights have led to small incremental thinking. It’s clear that provocations are needed in order to lead to bigger, transformational actions. To get provocations, data will be used as the new soil; in which ideas will grow and flourish.
“Open Happiness” (2009-2016)
After three years, Coke reinvented their campaign strategy with “Open Happiness.” It aimed to promote optimism and ultimately tap into consumer’s desire for simple comforts. By far this was Coke’s most pivotal content marketing campaign that promoted positive brand image in the minds of worldwide customers. By opening a can or bottle of Coca-Cola, the company aimed to remind people that they were enjoying a moment of happiness too. After it’s years of success, it’s become a model for a positive global strategy.
“Taste the Feeling” (2016-present)
Coca-Cola aims to unify communities by telling a story through their content marketing that resonates with people from all different walks of life from around the globe. Coke wants to reinforce that their drink is indeed for everybody. No matter where you come from, how much money you make, or what you do for a living you too can “taste the feeling” with every sip of Coca-Cola.
