Coca-Cola is one of the biggest brands in the world. The core target group has always been teens. However, in the last couple of decades, it has proven increasingly difficult for Coca-Cola to maintain the interest of teens worldwide via traditional methods and channels.
Therefore, Coca-Cola realized that you need to target teens through the channels they prefer, and thus faced the following challenge: “How can we conquer this younger target group, which we have difficulties engaging and be relevant to, through traditional marketing?”
As a result of the branding challenges, Coca-Cola developed the concept CokeTv: A YouTube-powered branded series. Today it is a proven international concept with variations in more 9 markets – but how do you introduce the concept to the young Danes?
The solution was a concept called “THE COKE TV BUCKETLIST CHALLENGE”.
Coca-Cola created their own new YouTube channel called CokeTv Denmark. On this channel, a new web-series was launched with 6 hosts, who were already YouTube stars with an audience in the Coca-Cola target group.
For the Danish glocalization of the international concept, Ogilvy were hired as lead creative, and Gonzo Media was the first-of-choice regarding influencers, cross-platform marketing, media, YouTube Analytics and content sparring.
The first year we created and launched 40 episodes – quickly achieving thousands of subscribers and millions of views, as well as establishing CokeTv as a consistent favorite at YouTube award shows for best brand collaborations – thereby achieving the goal of becoming relevant in the target audience.
25,000 subscribers (+250 % vs. budget)
6,340,000 views (+100 % vs. budget)
50 % view through rate (+11 % vs. budget)
97 % like ratio (+21 % vs. budget)
Coca-Cola Instagram grew from 12,000 to 31,000 during the period