Marketing Background

Creating new drinking scenes is one of the key points of Coca Cola's continuous attempts to explore growth. In 2020, Coca Cola will aim at the working scene, link the moment when the working state is low or needs to rest and refresh with the refreshing and refreshing moments brought by Coca Cola, and increase the drinking scene of young people in the workplace.

Marketing objectives

Under the influence of the epidemic, working at home has become a routine work scene. Coke Coke pre and working at home scenarios are strongly combined to create new drinking scenes and constantly try to explore new growth points.

Marketing program

The small smart screen has been ranked No.1 in the sales volume of smart speakers for two consecutive years, becoming the best platform to accurately communicate with family groups in the family scene by means of content marketing, intelligent interaction, etc., and create a new drinking scene for the well-known fast moving consumer brand Coca Cola. Coca Cola cooperates with small smart screen to create break moment leisure scene marketing.

BREAK MOMENT1 - Active Weather

Weather is a skill that is used frequently in the morning. When the user asks about the weather and finishes the normal weather broadcast in a small degree, you can enter the Coca Cola refreshing experience and welcome a full day with Coca Cola.

BREAK MOMENT2 - Member song interactive Q&A

When you are tired or distracted from work in the afternoon, you often choose a Cheer Up song. Xiaodu uses one-day membership rights as "bait" to invite users to have Coca Cola Q&A and connect the "moment" with the "pleasant experience" brought by Coca Cola.

BREAK MOMENT3 - Habitual naming

"Eliminating tiredness of a day with music" is a popular subscription habit of small smart screens, with more than 180000 subscriptions. After setting a good time for broadcasting, when the night comes, there is no need to wake up, Xiaodu will automatically start voice broadcasting, bring you selected songs, and naturally link "eliminating fatigue" with "Coca Cola".

Fancy exposure, deep penetration of entertainment and leisure time

Homefeeds can be seen when it is turned on, reaching all families strongly; Skill opening, directional games, video and other entertainment and leisure skills are strongly related to break moment; Short video feeds&pause advertising, accurately capture users' rest and relaxation moments... small smart screen fancy exposure means, infiltrate Coca Cola into every rest and charging moment.

Online linkage, small degree can work together to deepen influence

At the same time of in-depth communication with users in the offline family scene, Xiaodu and Xiaoke are playing each other's games on Weibo. At the same time, Baidu's opening screen, relying on Baidu's big data, once again reaches the office crowd precisely, and deeply embeds the image of Coca Cola, "Cheerfulness and Drinking, Making Work More Energetic", into the hearts of target consumer groups.

Marketing effect

The cumulative total exposure of this marketing activity was 62.99 million+, the total interaction volume was 1.91 million, the weather oral broadcast completion rate was as high as 85%, the voice question and answer interaction rate was as high as 12%, and the interaction effect and income were far more than other marketing means.