Challenge:

Coca-Cola wanted to build off the marketing success of their Share a Coke campaign to drive millennials to buy more single-serve beverages from a mass retailer like Walmart, rather than the convenience stores where they usually pick them up.  But what kind of content would best reach shoppers on social media?

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Solution: 

Building off positive data that found millennial country audiences were engaged Walmart shoppers, Taillight created a two-year, multi-channel campaign featuring their favorite country artists. By showcasing those artists on social media, they built an affinity for Walmart, which increased store traffic and drove sales. And of course, the content was delivered where millennials spend their time—on social media! Boomerangs, Instagram stories, Snapchat content and more…

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Campaign in action:​

• Exclusive 360-degree acoustic performance by breakout artist Kelsea Ballerini. The only way to access the video was to visit Walmart and scan a first-of-its-kind display filled with 20-ounce Coca-Cola products.  

• Targeted social media ads that pushed content from Coke’s Share a Coke and Song campaign. The content featured over 20 country artists sharing stories about their favorite song lyrics- the same ones found on Coke bottles. Fans were asked to do the same with the hashtag #togethermusic.  

• Snackable videos for social from a private tailgate where Jake Owen shared game day tailgate stories featuring Coca-Cola, Coke Zero and Powerade.

• Behind the scenes access to Lauren Alaina’s music video and workout routine. Lauren talked about staying hydrated with Dasani from Walmart.  

• Charitable Campaign Promotion with content featuring Lauren Alaina, Cassadee Pope and American Idol’s Craig Wayne Boyd.  These artists asked fans to support Coca-Cola’s Layer On Love campaign by donating $5 via text message.

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BENEFITS:

Taillight closely managed these multi-year artist-driven campaigns. We secured the talent, directed and produced the content, and ultimately drove tons of engagement for Coca-Cola. We doubled down on what fans react to and optimized across multiple social platforms. Artists shared the content on their socials and Taillight partnered with leading publishers who cover the country music lifestyle to expand the reach.

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RESULTS

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