Digital Branding Summit 8-9 april 2014. Евгения Мур (Coca-Cola) Coca cola. Few words on a role of digital.

1. Few words on a role of digital
April, 8, Digital Branding

2. We embrace key Connections Planning principles
in Liquid&Linked Communication

3. …It’s becoming harder for us to reach and engage teen into
branded communication

4. Teens spend more time online than on TV – and mobile
contributes to this trend
Source: TNS, Jan-Sep’12

5. THE ROLE
of digital is
to effectively reach
TEENS and build
connection with
BRANDS

6. Objectives can vary
Awareness
Engagement
Conversation

7. All light TV viewers are people under 35 year old, including teens

8. The strategy is to get extra reach by using online video formats:
we get extra 5% for 4% incremental digital budget vs. 25% in TV

9. The next challenge:
Proper length of message
Right creative approach
Context of pre-roll appearing

10. We develop engaging cross-media
content with media
partners – and consumers –
using double-screen strategy

11. “Voice your thirst” with 2x2 reached teens in TV, engaged online –
and provided even more new content for TV!
OBJECTIVES:
- To choose the most
appropriate channel with
high affinity and
coverage potential
- to engage TA in contest
participation via sharing
mechanics
RESULTS:
Total TV Reach 3,7 MLN
Impressions
306 MLN
9 x more vs. target
Promo page unique
visitors
97,5 K
150 Videos views
77,8 K
+63% vs. target
DESCRIPTION:
The contest of users voice-overs of Sprite MT original TVC and the special
promo section related to the contest placed on 2x2 web-site. 2x2 also
created a special content solution for video voice-over. User should make
his/her own voice-over of Sprite original MT videos.
Winners awarded with year’s supply of Sprite plus their video was aired on
2x2 channel.

14. We engage consumers
directly by putting digital
in the center of
communication

15. Digital played key role during 3 biggest Olympic moments
2012 2013 2014
M1 M2 M3 M4 M5 M6 M7
2. Events and BTL
SEP 2012 -
APRIL 2013
MAY - SEP
AUG 2012 MAR 2014
2013
OCT 2013 -
FEB 2014
NOV - DEC
2013
JAN - FEB
2014
M = Sochi Olympic Moment
CELEBRATE
3 months out
ENGAGE
1 year out
ANTICIPATE
2 years out
Join in &
welcome
Olympics in
Russia
Join in & get a
chance to
become
Olympic TB
Join in & collect
Olympic glasses
& win Olympic
trips
Join in & cheer
OTR and TBS in
your city
Join in & collect
Coca-Cola
Olympic polar
bears mascots
Join in &
celebrate
Olympic games
Join in &
celebrate the
Paralympics and
the best Olympic
memories

16. We kicked off with OTR Nomination campaign, asking teens to
nominate themselves via TV and digital media campaigns

17. TV + OOH + Trade
Step 1 (January – April 13’):
M2 OTR Nomination campaign
- Build the initial userbase
- Recruit brand ambassadors
Results:
77K Nominees
& 2014 Torchbearers
213K Voters
13,9 Mio votes

18. We celebrate the winners we created additional “Crazy for good”
videos about several of them

19. …The main TVC inspired people to come to the OTR – and the
special 10 seconds bumper focused on digital engagement

20. …we managed to run the biggest (and longest) Offline/online
integration during 4 months OTR Campaign…
Coca-Cola Truck GoPro cameras
+
photos
Mobile Web Social

22. …we managed to run the biggest (and longest) Offline/online
integration during 4 months OTR Campaign…
Step 2 (October 13’ – February 14’):
M4 OTR campaign
- Engage teens from all regions by targeted communication
- Create a link between offline and online Olympic experience
Results:
142 Russian cities covered
120K Photos from the Coca-Cola truck uploaded
66K Active users

23. …and made a grand finale during Games Time campaign
Step 3 (February 14’):
M6 Games time campaign
- Capitalize on collected user base to create a lot of shareable UGC
- Break through digital clutter & Gain massive teen reach
Results:
275 Mio massive digital reach, amplified by assets cross-integration
1,4 Mio web site visits during Games time
15K Photos uploaded by users via all channels

25. One of the most successful Yandex skins was the cherry on the
cake
1 044 964 installations!

26. Putting digital in the center helped us to progressively build our
user base and reach even more teens by multi-step engagement
OTR Nomination
Campaign
OTR Games Time
Impressions 83 850 000 110 819 897 275 000 000
Expressions 14 039 620 177 901 329 000
Actions 77 622 147 652 1 121 000
#1 Share Of Voice in Social among all Olympic partners
#1 Digital Olympic activation
#1 Branded Olympic mobile application