Learnings From Coca-Cola Content 2020 Initiative Strategy Video
Hello, I am back. This is my second blog and I will talk something that I learned, found and felt interesting after watched Coca-Cola Content 2020 Initiative Strategy Video.
The video is to introduce people that Coca-Cola is going to make a change. The change is they will move from creative excellence to content excellence. This video also became a model for people to study Coca-Cola’s content marketing. After the video posted, I can see that many people asked Coca-Cola why they do content marketing? It’s like a prerecorded voice, everyone from Coca-Cola has one same answer: to support 2020 initiative strategy. Under this initiative, Coca-Cola wants to double size their business, become the most popular and reliable drink brand, and play a key role on the issue of the sustainable development of world water resources. So, this is the first thing I found, the change from creative excellence to content excellence is to support Coca-Cola’s 2020 initiative strategy and this is the case for change.
In addition, to approach the initiative by content marketing, I found that Coca-Cola completely changed its website which was set up since 1995. They named it as Coca-Cola Journey. From the visual and dynamic content, you will think you click wrong to the CNN website. Homepage put on the current event photo with a brief intro, also has some interviews of famous people’s life. This may just like Coca-Cola previous Digital Communications and Social Media Manager, Ashley Callahan said, “Coca-Cola wants to be the HUB through using the power of the internet to collect stories to trigger interactive.” Ashley Callahan also provided that, since the first year Coca-Cola launched the new website, over 9.2 million visits, 54,000 shares and 8500 comments. I think this means people are interested in how Coca-Cola’s change. One thing interesting, when you search the Coca-Cola Journey, you will need longer time to find out company introduction, investor, relationship. They are on the top of the inconspicuous line. Normally, such information is at the major spaces.
Here I have two screen cuts. One is the Coca-Cola home page and the other one is the Arrowhead’s home page. Compare two pictures, we can easily understand what is Coca-Cola trying to do.
Coca-Cola’s home page has nothing about branding but news, events and many other stories. Somehow, you don’t think this is a company’s official website. On the Arrowhead’s home page, the first impression is, this is the official website of Arrowhead. I think this difference could tell what is Coca-Cola changing.
From the 2020 video, Coca-Cola also mentioned about liquid content. It is the elements of content that move freely among themselves but do not become separate stories, rather like molecules that become gases if they become to separate. Our stories must remain connected. This is the definition given by Coca-Cola. The way I understand this is as Coca-Cola is changing from Creative excellence from to content excellence, we see such 30-second video advertisements fewer and fewer. 30 seconds is so short, cannot tell everything.
This kind of 30 seconds advertisement can be seen on Chinese TV program 5-10 times a day.
And I think this is a step to move from one-way storytelling to dynamic storytelling. On the other hand, through Twitter, YouTube or Facebook, consumers themselves can become a channel to disseminate information and stories. The brand story created by consumers will be way better than Coca-Cola told by itself. I think this is just like the 2020 video mentioned, Coca-Cola is becoming the publisher and publishing a big story book which is contributed by Coca-Cola’s consumer. Then, marketing people are now becoming editors.
Picture originally posted by Jeremy Waite
One last thing I would like to mention is the 70/20/10 investment principles for liquid content. The meaning of 70/20/10 model is Coca will have low-risk content which is where 70% of their investment should be. This is the bread & better content. It pays the rent and it is the passport to the 10. This content should consume less time resource, perhaps 50% of the time. Then they have 20% of their content. And this will where we innovate what works. This engages more deeply with the specific audience, still with broad scale. Then they have high-risk content. This is 10%. These are brand new ideas. These will become tomorrow‟s 20% or 70%. We need to declare leaning intent upfront. We need to be prepared to fail. And we need celebrate both failure and success. I really like this 70/20/10 concept. This is like that how you build a tower. You need a big base to make sure you can go higher to make more people can see the tower from far away. In the meantime, people may just stay at the first several levels, but there is some people would like to go higher to enjoy more views. The highest part of the tower may be broken and fall down, you still have the big bottom will keep working.
All above are things that I want to share after I watched Coca-Cola Content 2020 Initiative Strategy Video. Here I want to share another video which is Coca-Cola Happiness Machine. I like this video is because no one tells me to try a coke or a Coca-Cola vending machine but I want to do it because I really enjoy everyone’s smiling face. I really want to see if I can have the same happiness when I purchase a coke from a machine even though I don’t think I can.