Coca-Cola México - Best User Experience
Company: Coca-Cola México, Mexico City, Mexico
Entry Submitted By: LLORENTE & CUENCA
Company Description: The world’s largest beverage company, offering over 500 brands to people in more than 200 countries. Of our 21 billion-dollar brands, 19 are available in lower- or no-sugar options to help people moderate their consumption of added sugar.
Nomination Category: Website Specialty Categories
Nomination Sub Category: Best User Experience
Nomination Title: Coca-Cola Journey: A year travelling through Mexico
When was this web site or blog first published? Coca-Cola Journey was published on January 15 of 2016.
Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):
Coca-Cola Journey´s objective is to transform the way how the Mexican Industry of Coca-Cola (IMCC) tells its story to key opinion leaders and consumers, through brand journalism, inspired by their interests and the way they are consuming content, to become a reference point in all our key topics, to gain advocacy and trust among our audiences and to lead innovation on digital corporate communications.
The main strategic considerations for this project were the following:
-Listening our audiences: Trends on digital content consumption and matching the IMCC key topics with key opinion leaders and consumers interests
-Storytelling innovation: formats, contents and third parties’ participation to have other point of views
-Simple, transparent and sustained information
-Amplification plan to make our stories travel beyond Coca-Cola Journey
List the appropriate creative and production credits for this entry:
Number and function of the employees who were involved in the campaign/project:
1 Project Leader (Coca-Cola Mexico)
3 Global partners: 1 Global Journey Leadership (Coca-Cola Company), 1 technical leader (MRM), 1 Project Management leader (Perfect Sense)
12 Editorial team (Social Media Americas)
3 Strategy team (Llorente & Cuenca)