Best Digital Brand Team 2014
Winner: The Coca-Cola Co.
Campaign: Coca-Cola Journey
In 2012, Coca-Cola took a massive gamble as the soft drinks giant reimagined its traditional corporate website as a digital magazine, Coca-Cola Journey.
Recognizing a rapid shift in the digital landscape, a change driven by consumers wanting to engage, shape, and respond to companies via multiple digital channels, Coke decided emerging opportunities for two-way communication would be imperative to its relevance and success in the digital world.
The result was Coca-Cola Journey, which focuses on brand-created stories that matter and the principle that rich storytelling is the foundation of communications.
Journey‘s editorial team is dedicated to publishing content about universally important topics, social causes, and company news that underscores Coke’s values and business goals.
Since the launch of the site, the team has published more than 1,200 articles from 350-plus different authors, launched nine content verticals and editorial packages, featured 6,800 videos driving over 330,000 views, and posted more than 11,000 images to help tell the brand’s story.
With KPIs focused on engagement and optimizing keywords, the newsroom publishes content based on what readers want to read, not just the story the company wants to tell.
The tactics clearly worked, as results are outstanding. Just over a year into the redesign, the site increased its visitors by 15% and video page views jumped by 140%.
Journey content is also syndicated through Coke’s corporate social networks, which are growing at greater than 100% year over year.