coca-cola: social storytelling, social matters hong kong 2014
DESCRIPTION
Based on your brand's social character and my target audience's online interests, passions and behaviours, what experiences should be offered? How do brands find the influencers who are right for their community and audience? Building a content ecosystem: How do brands build a social content ecosystem and what are the business outcomes? - How do I create content to engage in real time conversations to drive business objectives? Speaker: Pratik Thakar, Vice President - Asia Pacific Creative & Content Excellence, The Coca-Cola CompanyTRANSCRIPT
Classified - Internal use
Asia Pacific
“Sharing”
Classified - Internal use
Classified - Internal use
Asia Pacific
70/20/10 Principal
Classified - Internal use
Asia Pacific
Global Coca-Cola Friendly Twist (Latam)
Diet Coke Slender Vender (Europe)
Coke Happy Calories (US)
Happiness Truck (Latam)
Classified - Internal use
Asia Pacific
Making it happen @ APAC
Classified - Internal use
Asia Pacific
Cultural Leadership
+
Creative Marketing
YouTube FanFest x Coca-Cola initiative
Incubator to create collaborative content
“something we know, we don’t know”
Classified - Internal use
Social Storytelling
Provoking Social Media Buzz via
Liquid, Linked & Live Stories
Classified - Internal use
Classified - Internal use
Creating CREATIVE CULTURE in TCCC
APAC
CELT
Incubators
Co-Creations & Collaborations
Creative Community Ecosystem
Pride, Leading & Winning
Experiments
Networking
Building a team
Classified - Internal use
LINKED : LIQUID : LIVE
Create stories that provokes positive conversations and advocacy.
Linked, Liquid & Live Content approach that not only help engage audiences with breakthrough content, but more importantly, to ensure our brand remain an active
and ongoing part of the topical cultural dialogue.
Classified - Internal use
LINKED : LIQUID : LIVE
Create stories that provokes positive conversations and advocacy.
Linked, Liquid & Live Content approach that not only help engage audiences with breakthrough content, but more importantly, to ensure our brand remain an active
and ongoing part of the topical cultural dialogue.
Spontaneous
Topical Buzz-worthy
Classified - Internal use
Spectators
Commentators
Critics
Collaborators
Creators
Classified - Internal use
Asia Pacific
Cultural Leadership Coca-Cola Drones (Singapore)
Small World Machine (India)
Sing Along Carols (ASEAN)
CNY Bottle (China)
Classified - Internal use
Asia Pacific
Creative Marketing Hug Machine (Singapore)
Share A Can (ASEAN)
Share A Coke (Australia-New Zealand)
Share A Coke – Nickname (China)
Sprite Splash Machine (Japan)
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Story inside the story…….
Classified - Internal use
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Classified -‐ Internal use
Asia Pacific
J list goes on…..
Classified -‐ Internal use
Asia Pacific
That’s it ;)