In 2016 Diet Coke partnered with Hewlett-Packard to create millions of limited edition bottles, each featuring a completely unique computer generated pattern design. My team activated the It’s Mine campaign on the brand’s social media with 150 posts, five celebrity influencers, and the Coca-Cola Company’s first Cinematic Pin. In just four months our content drove 104+ million impressions and 10+ million engagements, far exceeding industry benchmarks as well as the brand’s original goals and leading to a deeper client relationship.
CLIENT The Coca-Cola Co.
TIMELINE Feb – May 2016
KEY OBJECTIVES awareness engagement drive to purchase
MY ROLE creative strategy art direction concepting client presentation team management
Before jumping into creating content, my team explored diverse visual styles and executions through a series of “free for all” exercises inspired by iconic fashion illustration, their personal artwork, and Diet Coke’s bubbles, taste and spirit. Without client pressure they had some freedom to fail, step outside of their daily routines, and take some creative risks. The best of this work established the core creative look and feel for the rest of the campaign.
I was surprised to learn through working on Diet Coke’s VIP social program that posts featuring the product as the central focus often outperformed other types of content. These and other key insights and creative learnings from my work on other Coca-Cola Company accounts at Fullscreen (McBeard) drove my creative direction for It’s Mine. The bottle played the role of the hero with support from illustrations and design elements that captured the audience’s fashion and lifestyle interests as well as their uniquely intimate relationship with Diet Coke.
A small photoshoot brought lifestyle photography into the creative mix, something especially important for highly visual platforms like Instagram and Pinterest where users are highly sensitized to ads. Depicting “drinkable” moments helped the brand feel native to the platform and relate to their audience while still keeping the bottle front and center.
On Pinterest photography from our shoot demonstrated the product’s place in everyday life, the newly introduced Cinematic Pins grabbed attention, and our personal beauty and style messaging activated engagement.