The brief

Based on the success of the same campaign in Australia, the European market wanted to create a localised version to roll out across 17 countries. Like the Australian campaign a number of standard names would be printed on cans. However, to leverage social media, a social media campaign would be created to go along with the Share a can idea to Share your summer.

Users could #tag social media posts, which included a can, and these would be aggregated into a single wall of summer. Combined with summer entertainment ideas, the travelling Coca Cola summer road show and the use of social media advocates, the campaign would span the whole summer and be the center of the marketing push for Coca Cola in Europe aimed at increasing sales across the board by 10%.

The challenges

• Source and locate social media advocates to continually seed the social media channels. A challenge in countries with smaller marketing teams.
• Aggregate content across social media channels in real time including non-#tag channels such as facebook to create a blended wall of content.
• Worth with, equip and motivate 17 disparate marketing teams over a 3 month period to ensure the success of the campaign.
• Build a single, cross device site to work in 8 different languages.
• The site would be build by a third party agency not in the UK.

The process

• Requirements gathering

  Working closely with Coca Cola, we created a clear and concise vision of the campaign over the 3 month period. From the roll out plan across the 17 countries, training packs for marketing staff, to the journey of how users will be able to tag content and share it a complete vision for the project was created.

• Responsive wireframing

  The site had to work across all channels and a responsive site was chosen. This was a key challenge in that the site build was to be done externally and clear document has to be provided to instruct the build. Each area of the site was wireframed across desktop, tablet and mobile to include interaction design of the site.

• Participatory design

  A key to the success of the project and keeping within the Coca Cola brand ethos, the site had to have a high degree of design aesthetics. Particularly in this case around the movement of the shared wall, visualisation names on cans and how to create an experience for sharing that was intuitive. In order to do this, participatory design sessions were run by the UX to clearly communicate the objectives as well as create a beautiful site to engage the users.

• Build and test

  Working with the third party agencies a constant build and test cycle was put in place to allow for constant feedback.

The solution

A responsive which worked across all channels and engaged used.

Screenshots