How do you maintain a meaningful social dialogue for brands striving for continuous cultural relevance?
All 14 brands Coca-Cola have an insatiable appetite for social content to keep each one of them relevant to its audience and generate brand buzz.
Gathering brand insights using traditional planning frameworks was creating a constant lag, making Coca-Cola miss out on trending marketing opportunities.
In order to create a solution, I looked at the dynamics of a conversation.
Social is conversation; to partake effectively is to listen, create and respond rather than broadcasting. Using these principles, I came up with a rapid-response insight-generation framework called Data-Drive-Creativity (DDC).
By working closely within the Be Heard group with our sister agency, Freemavens, I setup a recurring progress in which social listening generated insights, filtered through the lens of each brand’s audience, which in turn fuelled culturally relevant creative ideas.
The continuous and abundant insights generated by the DDC process not only catalysed daily social content planning, but also helped us to go upstream and influence critical Coca-Cola comms around CSR and sustainability.