Create and deliver a corporate digital strategy for a global superbrand
As one of the world’s biggest and best-known organisations, Coca-Cola depends on its corporate reputation for its commercial success.
But bland corporate communication aimed at an audience of anonymous ‘stakeholders’ just doesn’t cut it in today’s digital world. Zone won a competitive pitch to reinvigorate Coca-Cola’s approach to digital communication, building direct relationships with the mums responsible for household purchasing decisions.
Our first task was to create the right digital infrastructure. We replaced a disparate and disjointed network of websites with a single website.
Secondly, we needed to understand the concerns of the target audience. Our extensive and ongoing investment in research and online listening provides real-time insight into the issues that are important to mums, from the environment and recycling to health and obesity.
Thirdly, we put in place a full-time editorial team to help Coca-Cola tell great stories, making the company and its brands relevant to the needs and concerns of the audience. Using experienced consumer journalists with digital and magazine backgrounds, we created a distinct tone of voice, allowing the company to connect with consumers in a credible way.
The new Coca-Cola.co.uk website launched in May 2010, with all content created and managed by a dedicated editorial team based at Zone. Content is planned and updated constantly, with the latest news from across the organisation being crafted into engaging stories using words, photography, video, illustration and interactive functionality.
All content is informed by keyword analysis and optimised to rank for the phrases we know resonate with the audience, providing Coca-Cola with a credible voice in online conversations about their brands and activities. Once the website platform was established, we helped to optimise and distribute content on to other digital platforms, including YouTube and Twitter.
We’ve built relationships with influential bloggers and communities, involving them in the planning and creation of content, both for the Coca-Cola website and for their own blogs and networks.
We’ve also developed a number of innovative applications, bringing a range of issues to life by providing useful functionality to the user. We produced a Caffeine Counter in association with charity Tommy’s, while a partnership with Wrap helped make a Recyclometer app useful, credible and accurate.
The project delivered impressive results against every measure of success. Traffic increased by more than 450 per cent, and the average time on site went up by more than 50 per cent.
Independent research conducted in June 2011 found that mums’ trust in Coca-Cola was 31 per cent higher among the group who had accessed the website.