How Coca-Cola Connected With Millennials by Letting Them Co-Create a YouTube Series

Summary

To bring together teens and millennials and Coca Cola’s platform “Taste the feeling”, 24sata d.o.o. and JoomBoos made the first scripted YouTube series in the region called “Shared dream” where fans co-created the content.

Publisher/Agency: 24sata d.o.o / JoomBoos

Campaign: Shared Dream: The YouTube Show

Brand: Coca-Cola

Country: Croatia

24sata d.o.o. wanted to include all social media platforms, but also give fans an opportunity to become content co-creators.

Mission

The main objective was to bring together teens and millennials and Coca-Cola’s platform “Taste the feeling” in a fun way through exciting content.

24sata d.o.o. wanted to include all social media platforms, but also give fans an opportunity to become content co-creators.

Coca-Cola was presented as the coolest, quirkiest and most fun brand for teens and millennials.

The main KPIs were focused on the number of video views and total view time.

KPIs

The main KPIs were focused on the number of video views and total view time.

During the show, which had 10 episodes, the expected number of video views on YouTube was 1,000,000 with a total engagement of 75,000.

24sata d.o.o also wanted to achieve an average view time of five minutes and 5,000 likes per episode.

Target audience

JoomBoos and Coca-Cola both have the same target audience: teens and millennials aged 14-30. They are considered the hardest target audience to please when it comes to content creation.

Teens and millennials are the hardest targets to impress today due to their short focus span.

Strategic approach

Teens and millennials are the hardest targets to impress today due to their short focus span. They pick their favourite content very carefully. 24sata d.o.o wanted to offer them innovative, engaging content on YouTube, the video platform where they spend most of their time.

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Since these target audiences spend most of their time online, browsing the Internet and social networks, 24sata d.o.o focused its entire strategy on those platforms, especially YouTube since JoomBoos is the greatest Croatian YouTube network.

The strategy was to create an innovative type of online content in which fans would not only be passive viewers but engaged content co-creators.

It was a scripted show where YouTube influencers got the chance to taste the feeling of becoming actors in a web series.

Creative idea

JoomBoos used Coca Cola’s communication platform “Taste the feeling” for the creative approach. They offered an out-of-the-box solution focused on both YouTubers and JoomBoos fans and made the first scripted YouTube series in the region, called “Shared dream”.

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The main plot was focused on YouTubers and their world from the perspective of today’s youngsters. It covered the everyday situations young people find themselves in: school which was a YouTube academy, problems related to love, friends, peer pressure and willingness to succeed in life.

It was a scripted show where YouTube influencers got the chance to taste the feeling of becoming actors in a web series, which to them was a totally new way to express themselves. All roles were performed by JoomBoos YouTubers and fans connected with their idols on a whole new level.

On the other side, JoomBoos fans got a unique opportunity to taste the feeling of becoming content co-creators and an integral part of the “Shared dream” series.

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24sata d.o.o used JoomBoos social media and video comments to ask the fans about outcomes of the next episodes, character development and even offered them an opportunity to become extras in some of the episodes.

Since TV and web series are an extremely popular type of content among the young population, the “Shared dream” YouTube series turned out to be native content that connected Coca-Cola with its fans.

Platforms

The campaign carrier was JoomBoos’ YouTube channel with all JoomBoos’ social networks (Facebook, Instagram, Instagram Story, Snapchat, and Viber).

24sata d.o.o also integrated Coca Cola’s digital platform “Shake & Take” into the content in a subtle way, along with Coca Cola’s Instagram profile.

Those were the main platforms used to engage the fans and where they could co-create the content.

Content distribution and promotion efforts

JoomBoos’ YouTube channel was the main campaign carrier where the “Shared dream” series was published and distributed. Besides that, all JoomBoos’ social networks, Facebook, Instagram feed and Story, Snapchat and Viber, were also included in promotion of the series.

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Those were the main platforms used to engage the fans and where they could co-create the content.

Size of team involved

The core team included eight people, with additional staff (including actors and extras).

In total, the videos had over 3,000,000 views, over 45 years of view time and overall engagement of over 200,000.

Results

Through 10 exciting episodes, the campaign achieved completely organic reach and massive engagement:

In total, the videos had over 3,000,000 views, over 45 years of view time and overall engagement of over 200,000.

The theme song of the series, named “Shared dream”, became an instant YouTube hit, with 500,000 views on YouTube in just a couple of weeks. It was performed by Davor Gerbus, one of the most popular Croatian and JoomBoos YouTubers, who is also a Coca-Cola ambassador. The song became trending on YouTube and in popular music apps Deezer and Spotify.


This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

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